Pricing models in retailing in the era of digitalization

This article discusses modern methods of pricing based on digital technology. In today’s world there are more and more digital resources, and digital venues for the sale of traditional goods, and as a consequence the approach to pricing itself is changing, more and more variations and possibilities of pricing mechanisms are opening up. In this regard, it is necessary to completely revise the approach to the concept of price and pricing. The authors identified the main purpose of the study of pricing options and the analysis of the most appropriate products and trading platforms for them. In the process of writing has been studied modern research on modern pricing mechanisms, as well as business solutions, considered on the example of foreign companies. In the conclusion of the article the authors offer an action plan on the example of a retail store, which can be used to implement the technology of dynamic pricing in the already operating business.