{"id":82,"date":"2021-04-20T19:55:33","date_gmt":"2021-04-20T19:55:33","guid":{"rendered":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/dictionary\/everyday-low-price-edlp\/"},"modified":"2021-04-20T19:55:33","modified_gmt":"2021-04-20T19:55:33","slug":"everyday-low-price-edlp","status":"publish","type":"dictionary","link":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/dictionary\/everyday-low-price-edlp\/","title":{"rendered":"Everyday Low Price (EDLP)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">EDLP or everyday low price is a pricing strategy where either a retailer or a product is limited to no promotions and uses their trade funds to offer a low price throughout the year. EDLP is most often associated with retailers like Walmart, but is common across many retailers and is optimal for a product with high everyday price elasticity and low promoted elasticity.<\/span><\/p>\n<h2><b>High-low<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A pricing and promotion strategy where an item has a relatively high everyday price but deep or frequent promotions. High-low is the optimal strategy for items with low everyday price elasticity but high promoted responsiveness.<\/span><\/p>\n<h2><b>High-shallow<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A pricing and promotion strategy where an item has a relatively high everyday price and infrequent and shallow promotions. Items that benefit from a high-shallow strategy are low elasticity items. Moving to a high-shallow strategy can be margin accretive for the right item with minimal negative volume impacts.<\/span><\/p>\n<h2><b>Invest<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A pricing and promotion recommendation to invest additional trade funds in a lower everyday and promoted price due to high consumer price elasticity. Invest items are highly responsive to price and an investment in price will drive increased retailer dollar sales.<\/span><\/p>\n<h2><b>Non-promo price<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The average price per unit charged for a given product at the everyday shelf or &#8220;regular&#8221; price. This is the average price charged for a product in the absence of promotion.<\/span><\/p>\n<h2><b>Non-promo value<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The amount of volume sold at the everyday shelf price without the presence of either a promotion discount or promotion support. This can be a good measure of the demand for a product excluding demand driven by short term price reductions.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>EDLP or everyday low price is a pricing strategy where either a retailer or a product is limited to no promotions and uses their trade funds to offer a low price throughout the year.<\/p>\n","protected":false},"author":0,"featured_media":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"glossary":[18],"class_list":["post-82","dictionary","type-dictionary","status-publish","hentry","glossary-e"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/dictionary\/82","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/dictionary"}],"about":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/types\/dictionary"}],"version-history":[{"count":0,"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/dictionary\/82\/revisions"}],"wp:attachment":[{"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/media?parent=82"}],"wp:term":[{"taxonomy":"glossary","embeddable":true,"href":"https:\/\/microsites.nielseniq.com\/cpg-dictionary\/wp-json\/wp\/v2\/glossary?post=82"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}