Case Study: How Pricing Optimization Helped KTC Increase Sales
Results
Decision‑making on pricing sped up.
The duration of price‑update processes shrank from days to hours.
Website conversion rate increased by 5%.
Share of sales to new customers grew by 11%.
Client background
KTC is a Ukrainian retailer of computer and digital technology with over 20 years of market presence. The company operates a network of 17 offline stores and a modern e‑commerce platform ktc.ua, offering a wide product assortment — from laptops and smartphones to home appliances and gaming devices.
KTC collaborates with leading global brands and is an official partner of Apple, Samsung, Lenovo, HP, etc. The company actively develops online sales and adopts technological solutions for market monitoring and improving the customer experience.
Over the past 10 years, retailing electronics in Ukraine has been no challenge for the faint‑hearted. Crisis after crisis, fierce competition, the emergence of price aggregators which intensified it further. Finally — the pandemic, then the war — which significantly reduced purchasing power and heightened the fight for every customer.
In 2022 we set out to grow sales by revising our pricing policy, while preserving and, ideally, increasing profit in selected categories and SKUs.
To achieve this goal, we needed to monitor competitors’ prices daily and always have up‑to‑date supplier prices at hand to find the best purchase deals and offer our customers the best pricing.
Ihor Shekel, Head of Category Managers, KTC
Challenges faced by KTC
Spend less time on daily analysis of pricing indices across all categories and SKUs.
Change prices on the site quickly.
Detect when competitors undercut MSRP.
Strengthen their position in the computer and digital tech market.
Discover new growth opportunities by category.
How Pricer24 helped KTC optimize pricing
The Pricer24 platform provides online retailers with flexible tools for market monitoring, competitive analysis, and decision‑making on pricing based on precise data. KTC turned to Pricer24 to automate price comparisons and boost the effectiveness of their pricing strategy.
To get started, we only required:
the list of KTC’s products;
a list of competitor websites.
Implementation Pricer24
The KTC team provided a list of 10 000 product SKUs. Considering 13 key competitors, the volume of data for matching reached over 130 000 SKUs. This showcases one of Pricer24’s core capabilities — accurate matching of «client’s product = competitor’s product».
We used automated algorithms for the initial mapping of the entire catalogue and verified matches with the support of the matching department’s specialists. The process took about a month.
Next, we configured the data collection methodology tailored to KTC’s needs. The parser regularly gathers from competitor sites:
current prices;
availability;
ratings;
number of reviews.
Once the preparatory phase was complete, the system ran in normal mode: data collection occurs seven times a day — a critical feature for KTC, as they operate in a high‑dynamics niche where prices may change multiple times per day. This frequency enables fast reaction to market shifts and helps maintain competitiveness.
We also set up a personalized dashboard in the client’s account, surfacing key report configurations so the KTC team could quickly detect critical issues and respond in real time.
Pricer24 statistics
The system finds over 98% of overlapping products present both in KTC’s catalogue and competitors’ catalogues.
Matching accuracy is 99,5%.
Support tickets about matching errors over the past two years: 7.
Reports & analytics
On Pricer24, the KTC team receives comprehensive analytics on their pricing index by category and competitor, tracks price dynamics on the market, and continuously monitors current supplier price lists. Category managers regularly use the «Price Comparison» and «Price History» reports.
«Price Comparison» report
This report enables real‑time insight into which SKUs KTC sells at higher prices than competitors.
A double‑click on the red segment of the pie chart opens a table showing SKUs priced higher than competitors.
This report allows quick assessment of how significant price differences are and for which SKUs — focusing on the largest variances, enabling fast price adjustments by the client’s team.
Thanks to Pricer24’s high discovery rate, KTC obtains a full and up‑to‑date picture of the market — their price position among competitors. All data can be segmented by brand, category, and competitor.
This report has become a daily operational tool for KTC’s category managers.
«Price History» report
This report provides historical data on price changes, helping identify the first instances of MSRP violations. That means KTC’s manager can quickly understand which competitor first set a price below MSRP on a given SKU.
This report also shows which competitors deviate from recommended pricing over weekends and at night.
With this data, the client has objective grounds to address the vendor and request enforcement of fair competition rules among its partners.
We understood that effective pricing is a key factor in the growth of our business. Thus, in forming our own strategy we had to take into account competitors’ behavior.
Thanks to Pricer24, our team received a real tool that shows the market situation with no delay — prices, availability, MSRP violations — all in one place.
It changed our team’s work approach: we act faster, more accurately, and with confidence. Decision‑making time shortened from days to hours. This directly impacted sales volumes.
I’d like to highlight the quality of support — the team responds quickly to requests, configures reports to our needs, and helps us find new growth points.
As a result, combining precise price monitoring with the coordinated work of our category and procurement teams enabled us to increase sales in key categories.
Ihor Shekel, Head of Category Managers, KTC
Need effective pricing at a strategic level?
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