Dynamic Pricing: The Basics Intermediate Level

By: Lisa Goring and Matt Messinger

2

• Best Practices: Memberships and Passes • Salesware Basics 9: Salespoint Setup • E-Commerce: Microsoft Internet Information Services (IIS)

• INI Settings and Salespoint Design 8:30-12:00 • Retail: Purchasing & Reporting 8:30-12:00

Other classes at this time (8:30-10:00)

3

• Discover the benefits of Dynamic Pricing • Learn the basics of Dynamic Pricing rule configuration • Practice:

– Account Pricing – Package Pricing with Modifiers – Location-Based Pricing – Date ~ Day of the Week ~ Multi-Day Pricing

Objectives

4

• Scripted “rules.”

• (Basic) Can set the Price and Tax Rate of an item.

• (Advanced) Can fire Macros, Set Profit Centers, and Move Revenue. • (Advanced) Can determine the Discount amount of a Special.

Overview

5

• Flexible Price Structure

• Reduced Number of Items

• Easy Price Changes

Benefits

6

• Per Admission and Per Quantity Calculations (with exceptions)

• One rule leads to another... • Sets the Initial Price of the item

Key Principles

7

• Activities Item/Sales Lists Dynamic Pricing Rules

• Item Price tab; Account General Info tab

Rule Configuration

8

Base Rate

• SETPRICE() in a rule, or directly on the item – single/multiple

Functions: determine the action to take • IF(HASMODN(,,SENIOR),SETPRICE(8))

Conditions: determine when to take the action • IF(HASMODN(,,SENIOR),SETPRICE(8))

Practice… Using Activities Summer Outdoor Activities Hot Springs Admission

SETPRICE(50) IF(DOW(THU),DISCOUNT(10)) IF(DOW(THU) AND TIME(08:30-13:00),DISCOUNT(30)) IF(DOW(THU) AND TIME(08:30-13:00) AND NOT DATE(SUB(HOLIDAY)),DISCOUNT(30))

Rule Anatomy

9

• Conditions we will use today:

– DCI(D,C,I) – DATE() – ISMOD(D,C,I), HASMOD(D,C,I), SHAREMOD(D,C,I) – GROUP() – DOW() – ADM() – SUB()

• Functions we will use today:

– SETPRICE() – GETPRICE() – DISCOUNT()

Conditions/Functions

10

• Tip #1: Resist the urge to copy/paste out of Word/ PDFs/Email etc. • Tip #2: Use an application such as Text Pad or Notepad ++ • Tip #3: Remarks can be used in DP rules

// double forward slashes ; semicolon REM for remark

• Tip #4: Right-click on an item in Sales and Calculate • Tip #5: Double-click on the item’s extension to get a full DP log

Tips

11

• General Info Tab: Ignore Previous Rules option

• Security Tab: All guests must be members…

• Consignment Program CAUTION!!

Account Pricing

12

Account Rules: Exercise

1. Configure a Dynamic Pricing rule with the nickname DAYCAMPS and a description of “Summer Day Camps”

2. Enter this for the rule: IF(DCI(ACTIVITIES,ATTRACTION),DISCOUNT(10)) 3. Edit the Springfield Elementary account and attach the “Summer Day

Camps” rule to the account. 4. Start the TICKET salespoint and add the Attractions > 4 Pack item to the

sale. Note the price. 5. Now attach the Springfield Elementary account to the sale. Note the

change in price. 6. What happens when you check the “Ignore previous rules” option on the

Springfield Elementary Account and sell the 4 Pack again?

13

• HASMOD() • ISMOD() • SHAREMOD()

• Can reference specific layers, HASMOD(2) • Can reference any layer, HASMODN()

Package Pricing

14

Package Rules: Exercise

1. Configure a Dynamic Pricing rule with the nickname READLIGHT and a description of “Reading Light with Guide”.

2. Within the Reading Light with Guide rule, enter: IF(ISMOD(,BK-TRAVEL) AND DATE(9/1/2011-9/30/2011),SETPRICE(10)) 3. Attach the Reading Light with Guide rule to the Reading Light item

(found within the Retail Department > General Supplies Category). 4. Using the RETAIL salespoint, sell the Reading Light item by itself and

note the price. 5. Next, sell the Reading Light item as a modifier to one of the Travel

Guides. Note the price. 6. Finally, change the line item date for the Travel Guide that has been

modified by the Reading Light to October 1, 2011. Note the price.

15

• SALESPOINT() • GROUP(#) • WEB()

Location Based Pricing

16

1. Configure a Dynamic Pricing rule with the nickname LOCATION and a description

of “Location Based Price.” 2. Enter this for the rule: IF(GROUP(1),GETPRICE(1)) IF(GROUP(3),GETPRICE(8)) 3. Edit the Sunscreen item (found in the Retail department > General Supplies

category). 4. Attach the Location Based Pricing rule and select the “Multi” base rate option. 5. Enter $7.50 for base rate #1 and $10.00 for base rate #8. 6. Confirm that the TICKET salespoint is included in TICKETS AND ACTIVITIES

salespoint group (#3) and that the RETAIL salespoint is included in the RETAIL salespoint group (#1).

7. Sell the Sunscreen item at the RETAIL salespoint. What is the price? 8. Sell the Sunscreen item at the TICKET salespoint (located within “Attractions”

menu button). What is the price?

Location Rules: Exercise

17

• DATE() • NOT DATE() • SUB() • DOW() • ADM()

– ADM(3) – ADM(=>3) – ADM(<=3) – ADM(1-3)

• TSPAN() • DAYCOUNT()

Date ~ DOW ~ Multiday Pricing

18

Date ~ DOW ~ Multiday: Exercise

1. Create a new rule with the nickname SEMINAR and enter the following for the SEMINAR rule:

IF(DOW(MON-FRI) AND NOT DATE(SUB(DATES-HIGH)),DISCOUNT(20)) IF(DOW(MON-FRI) AND NOT DATE(SUB(DATES-HIGH)) AND ADM(=>3),DISCOUNT(10))

2. Attach this rule to the 3 Day Adult Ticket. 3. Sell the 3 Day Adult Ticket. What is the price? 4. Change the start date of the 3 Day Adult Ticket to be a Saturday. What is

the price? 5. Change the start date of the 3 Day Adult Ticket to be November 27, 2011.

What is the price? 6. How can you tell what discounts are applied per day??

Break Time Thank You!