{"id":1793020112,"date":"2026-09-01T22:43:52","date_gmt":"2026-09-01T20:43:52","guid":{"rendered":"https:\/\/btop.pl\/?p=90001"},"modified":"2026-11-06T14:41:34","modified_gmt":"2026-11-06T13:41:34","slug":"we-didnt-get-involved-in-a-price-war","status":"publish","type":"post","link":"https:\/\/btop.pl\/en\/we-didnt-get-involved-in-a-price-war\/","title":{"rendered":"We sold fewer units, yet the customer made more profit"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--style apress_row_class_1178262226af18e8b4e16e\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13129642226af18e8b4e29a hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<!-- Style wsp\u00f3lne dla wszystkich wierszy tego case study.\n     Usuni\u0119cie tego wiersza rozsypie wygl\u0105d pozosta\u0142ych. -->\n<style>\n.btop-cs{--c:#42b1e6;--c-dark:#1c6d95;--ink:#12212b;--muted:#5b6b76;--line:#dce7ee;--bg:#f5f9fc;\n  font-family:inherit;color:var(--ink);line-height:1.65;max-width:1040px;margin:0 auto;\n  \/* Wysokosc przyklejonego menu btop.pl. Jesli naglowek zmieni wysokosc,\n     wystarczy poprawic te jedna wartosc, uzywaja jej odstep pierwszego\n     wiersza i wszystkie skoki do kotwic. *\/\n  --menu:124px;\n  scroll-margin-top:var(--menu)}\n.btop-cs *{box-sizing:border-box}\n.btop-cs img{max-width:100%;height:auto;display:block}\n.btop-cs__demo{background:#fff4f4;border:1px solid #f3b4b4;color:#8c1d1d;padding:12px 16px;border-radius:8px;font-size:14px;margin-bottom:32px}\n.btop-cs__kpis{display:grid;grid-template-columns:repeat(auto-fit,minmax(138px,1fr));gap:1px;background:var(--line);\n  border:1px solid var(--line);border-radius:10px;overflow:hidden;margin-bottom:34px}\n.btop-cs__kpi{background:#fff;padding:18px 16px}\n.btop-cs__kpi span{display:block;font-size:11.5px;letter-spacing:.07em;text-transform:uppercase;color:var(--muted);margin-bottom:6px;line-height:1.35}\n.btop-cs__kpi strong{display:block;font-size:clamp(20px,3.3vw,28px);font-weight:700;line-height:1.15}\n.btop-cs h1{font-size:clamp(28px,5vw,44px);line-height:1.14;margin:0 0 14px;font-weight:700;letter-spacing:-.02em}\n.btop-cs h1 em{font-style:normal;color:var(--c)}\n.btop-cs__lead{font-size:clamp(17px,2.2vw,20px);color:var(--muted);margin:0 0 20px;max-width:62ch}\n.btop-cs__meta{display:flex;flex-wrap:wrap;gap:8px}\n.btop-cs__tag{font-size:13px;background:var(--bg);border:1px solid var(--line);border-radius:999px;padding:5px 13px;color:var(--muted)}\n.btop-cs h2{font-size:clamp(22px,3.4vw,30px);line-height:1.25;margin:0 0 18px;font-weight:700;letter-spacing:-.01em}\n.btop-cs h3{font-size:clamp(17px,2.3vw,20px);margin:0 0 8px;font-weight:700;line-height:1.3}\n.btop-cs__section{margin-bottom:56px}\n.btop-cs__section:last-child{margin-bottom:0}\n.btop-cs__eyebrow{font-size:11.5px;letter-spacing:.11em;text-transform:uppercase;color:var(--c);font-weight:700;margin:0 0 10px}\n.btop-cs__cols{display:grid;grid-template-columns:repeat(auto-fit,minmax(282px,1fr));gap:20px}\n.btop-cs__card{background:var(--bg);border:1px solid var(--line);border-radius:12px;padding:24px}\n.btop-cs__card p:last-child,.btop-cs__step p:last-child{margin-bottom:0}\n.btop-cs__step{position:relative;border:1px solid var(--line);border-radius:12px;padding:26px 26px 26px 30px;margin-bottom:20px;background:#fff}\n.btop-cs__step:last-child{margin-bottom:0}\n.btop-cs__step::before{content:\"\";position:absolute;left:0;top:18px;bottom:18px;width:4px;border-radius:0 4px 4px 0;background:var(--c)}\n.btop-cs__no{display:inline-block;font-size:11.5px;font-weight:700;color:var(--c);letter-spacing:.1em;margin-bottom:6px}\n.btop-cs__nie{margin-top:16px;background:var(--bg);border-left:3px solid var(--c-dark);border-radius:0 8px 8px 0;padding:14px 18px;font-size:15px}\n.btop-cs__nie strong{display:block;font-size:11.5px;letter-spacing:.09em;text-transform:uppercase;color:var(--c-dark);margin-bottom:5px}\n.btop-cs__timeline{list-style:none;padding:0;margin:0;counter-reset:s}\n.btop-cs__timeline li{counter-increment:s;position:relative;padding:0 0 28px 54px;border-left:1px solid var(--line);margin-left:16px}\n.btop-cs__timeline li:last-child{border-left-color:transparent;padding-bottom:0}\n.btop-cs__timeline li::before{content:counter(s);position:absolute;left:-16px;top:0;width:32px;height:32px;border-radius:50%;\n  background:var(--c);color:#fff;font-size:13px;font-weight:700;display:flex;align-items:center;justify-content:center}\n.btop-cs__when{display:block;font-size:13px;color:var(--muted);margin-bottom:2px}\n.btop-cs__timeline strong{display:block;margin-bottom:4px}\n.btop-cs__chart{background:#fff;border:1px solid var(--line);border-radius:12px;padding:22px}\n.btop-cs__chart svg{width:100%;height:auto;display:block}\n.btop-cs__axis{font-size:12px;fill:#5b6b76;font-family:inherit}\n.btop-cs__legend{display:flex;gap:20px;flex-wrap:wrap;font-size:14px;color:var(--muted);margin-top:14px}\n.btop-cs__legend i{display:inline-block;width:12px;height:12px;border-radius:3px;margin-right:7px;vertical-align:-1px}\n.btop-cs table{width:100%;border-collapse:collapse;font-size:15px}\n.btop-cs th,.btop-cs td{text-align:left;padding:13px 14px;border-bottom:1px solid var(--line)}\n.btop-cs th{font-size:11.5px;letter-spacing:.07em;text-transform:uppercase;color:var(--muted);font-weight:700}\n.btop-cs td:last-child{font-weight:700;color:var(--c-dark);white-space:nowrap}\n.btop-cs__wrap{overflow-x:auto}\n.btop-cs__grid3{display:grid;grid-template-columns:repeat(auto-fit,minmax(238px,1fr));gap:20px}\n.btop-cs__shot{margin:0 0 34px}\n.btop-cs__shot:last-of-type{margin-bottom:0}\n.btop-cs__shot-img{position:relative;display:inline-block;max-width:100%;border:1px solid var(--line);border-radius:12px;overflow:hidden;background:var(--bg)}\n.btop-cs__shot img{border-radius:12px}\n.btop-cs__pin{position:absolute;transform:translate(-50%,-50%);width:28px;height:28px;border-radius:50%;background:var(--c);\n  color:#fff;font-size:13px;font-weight:700;display:flex;align-items:center;justify-content:center;\n  box-shadow:0 0 0 4px rgba(66,177,230,.3);pointer-events:none}\n.btop-cs__pins{counter-reset:p;list-style:none;padding:0;margin:14px 0 0;display:grid;gap:8px}\n.btop-cs__pins li{counter-increment:p;position:relative;padding-left:34px;font-size:15px;color:var(--muted)}\n.btop-cs__pins li::before{content:counter(p);position:absolute;left:0;top:1px;width:22px;height:22px;border-radius:50%;\n  background:var(--c);color:#fff;font-size:12px;font-weight:700;display:flex;align-items:center;justify-content:center}\n.btop-cs__shot figcaption{font-size:15px;color:var(--muted);margin-top:12px;max-width:72ch}\n.btop-cs__compare{display:grid;grid-template-columns:repeat(auto-fit,minmax(260px,1fr));gap:16px}\n.btop-cs__pane{position:relative;border:1px solid var(--line);border-radius:12px;overflow:hidden;background:var(--bg)}\n.btop-cs__badge{position:absolute;top:12px;left:12px;z-index:2;font-size:11.5px;font-weight:700;letter-spacing:.07em;\n  text-transform:uppercase;padding:5px 11px;border-radius:999px;color:#fff}\n.btop-cs__badge--przed{background:#6b7c88}\n.btop-cs__badge--po{background:var(--c)}\n.btop-cs__lb{position:fixed;inset:0;z-index:9999;background:rgba(10,22,30,.93);display:none;align-items:center;justify-content:center;padding:24px}\n.btop-cs__lb:target{display:flex}\n.btop-cs__lb-tlo{position:absolute;inset:0}\n.btop-cs__lb img{position:relative;max-width:100%;max-height:92vh;width:auto;border-radius:8px;box-shadow:0 24px 60px rgba(0,0,0,.5)}\n.btop-cs__quote{border-left:4px solid var(--c);padding:6px 0 6px 24px;margin:0;font-size:clamp(17px,2.4vw,21px);line-height:1.5}\n.btop-cs__quote cite{display:block;font-size:14px;font-style:normal;color:var(--muted);margin-top:12px}\n.btop-cs__cta{background:var(--ink);color:#fff;border-radius:14px;padding:clamp(28px,5vw,44px)}\n.btop-cs__cta h2{color:#fff;margin-bottom:12px}\n.btop-cs__cta p{color:#c3d2dc;max-width:58ch;margin:0}\n.btop-cs__btn{display:inline-block;background:var(--c);color:#fff;text-decoration:none;font-weight:700;padding:14px 28px;border-radius:8px;margin-top:20px}\n.btop-cs__btn:hover,.btop-cs__btn:focus{background:#35a0d4;color:#fff}\n.btop-cs__note{font-size:14px;color:var(--muted);border-left:3px solid var(--line);padding-left:16px;margin-top:20px}\n.btop-cs__related{display:grid;grid-template-columns:repeat(auto-fit,minmax(218px,1fr));gap:16px}\n.btop-cs__related a{display:block;border:1px solid var(--line);border-radius:10px;padding:18px;text-decoration:none;color:var(--ink);font-weight:600;line-height:1.35}\n.btop-cs__related a:hover{border-color:var(--c)}\n.btop-cs__related span{display:block;font-size:12px;color:var(--muted);font-weight:400;margin-top:8px}\n\/* tryb wierszowy: odstepy robi juz builder strony, wiec sekcja ich nie dubluje *\/\n.btop-cs--row{margin-top:0;margin-bottom:0}\n.btop-cs--row>.btop-cs__section{margin-bottom:0}\n\/* Pierwszy wiersz stoi na samej gorze strony, pod przyklejonym menu,\n   bez tego odstepu pasek KPI chowa sie za naglowkiem. *\/\n.btop-cs--start{padding-top:var(--menu)}\n@media (max-width:782px){.btop-cs{--menu:84px}}\n@media print{.btop-cs__lb{display:none!important}.btop-cs__cta{background:#fff;color:#12212b;border:1px solid #dce7ee}}\n<\/style>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--naglowek apress_row_class_15216286596af18e8b4e763\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14888671946af18e8b4e80a hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row btop-cs--start\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-naglowek\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__kpis\"><div class=\"btop-cs__kpi\"><span>Volume<\/span><strong>\u221218%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Gross profit<\/span><strong>+26%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Unit margin<\/span><strong>14% \u2192 23%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Average basket value<\/span><strong>+61%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Price reductions<\/span><strong>0<\/strong><\/div><\/div>\n        <h1>We sold fewer units and <em>the customer earned more<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">In the mobile phone accessories category, prices fell by 40% over six months. The client wanted to follow the market down. We worked out what that would mean and suggested an alternative.<\/p>\n        <div class=\"btop-cs__meta\"><span class=\"btop-cs__tag\">01.01.2026-30.09.2026<\/span><span class=\"btop-cs__tag\">Allegro<\/span><span class=\"btop-cs__tag\">Price pressure<\/span><span class=\"btop-cs__tag\">Mobile phone accessories<\/span><span class=\"btop-cs__tag\">Ongoing support<\/span><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wyzwanie apress_row_class_10956260246af18e8b4eafa\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_15059453266af18e8b4eb90 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-wyzwanie\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cols\">\n          <div class=\"btop-cs__card\"><h3>The challenge<\/h3><p>Over the course of two quarters, retailers offering visually similar products at a price 40% lower entered the category. Some retailers selling a similar range lowered their prices and maintained sales volumes whilst operating on a margin close to zero.<\/p>\n      <p>Our client wanted to do the same, as they had noticed their market share falling. The problem was that, given their cost structure \u2013 production in Poland, quality control and a two-year warranty \u2013 matching the competition\u2019s prices would have meant selling below the cost of production.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>About the client<\/h3><p>A manufacturer of mobile phone accessories; domestically produced; mid-range segment; own brand with recognition within the category.<\/p>\n      <p>Allegro accounted for the majority of retail sales.<\/p><\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-1 apress_row_class_2720463826af18e8b4eeb3\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_20986351446af18e8b4ef43 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-1\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">What we\u2019ve done<\/p>\n        <h2>The decisions that determined the outcome.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">DECISION 01<\/span>\n          <h3>We worked out how much it would cost to follow the market<\/h3>\n          <p>The initial discussion centred on the table, not the strategy. By lowering prices to the competitors\u2019 level whilst maintaining volume, the client would earn 62% less per year than in the previous year, with the same number of parcels dispatched and the same warehouse workload.<\/p>\n      <p>The convincing argument was this: with an average price of 45 z\u0142 and a margin of 14%, the profit per unit was 6.30 z\u0142, whilst the cost was 38.70 z\u0142. A fall of 40% meant a price of 27 z\u0142, that is to say <strong>A loss of 11.70 z\u0142 on every item sold<\/strong>. No less profit, no less loss.<\/p>\n          <div class=\"btop-cs__nie\"><strong>What we haven\u2019t done<\/strong>We did not lower the price of a single index, even though share prices were falling during the first two months and internal pressure was mounting. That is the most difficult part of this project: for eight weeks, the only feedback we received was that the figures were getting worse.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-2 apress_row_class_17745929516af18e8b4f20a\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16952845776af18e8b4f295 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-2\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">DECISION 02<\/span>\n          <h3>We have stopped selling individual items<\/h3>\n          <p>Rather than competing on the price of an individual product, we have restructured our range to consist of bundles: a case, a screen protector and a cable, all tailored to a specific phone model. The bundle has no direct equivalent amongst our competitors, so price comparisons are no longer automatic.<\/p>\n      <p>The average basket value has increased by 61%, and shoppers who have selected a bundle are less likely to return to the results page and less likely to compare products.<\/p>\n      <p>The list price of none of the items has fallen. The set is cheaper than the sum of its parts, so the average price per item has fallen from 45 z\u0142 to 42.50 z\u0142; this is a bundle discount, not a price list reduction.<\/p>\n          \n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-3 apress_row_class_5750628246af18e8b4f5bf\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_3439332676af18e8b4f645 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-decyzja-3\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">DECISION 03<\/span>\n          <h3>We have moved our communications<\/h3>\n          <p>A two-year warranty, same-day dispatch from a Polish warehouse, and customer service in Polish. Each of these features already existed, but none were visible in the product listing; they were tucked away in the \u201eseller information\" tab, which nobody ever opens.<\/p>\n      <p>Including them in the photos, the title and the first screen of the description cost nothing apart from the work involved in creating the content.<\/p>\n          <div class=\"btop-cs__nie\"><strong>What we haven\u2019t done<\/strong>We have not made any comparisons with competitors in our product descriptions. Pointing the finger at a cheaper competitor draws the buyer\u2019s attention to them \u2013 a competitor the buyer may not have been aware of \u2013 and undermines the credibility of the brand doing so.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--etapy apress_row_class_11140281556af18e8b4f980\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17476819196af18e8b4fa05 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-etapy\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Course<\/p>\n        <h2>Key stages.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">January 2026<\/span>\n            <strong>Calculation of the reduction scenario<\/strong>\n            Calculation of the annual result as prices fall to the competitive level. Decision not to reduce prices.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">February, March 2026<\/span>\n            <strong>The most difficult period<\/strong>\n            A fall in market share and trading volume, whilst prices remained unchanged. Staying the course despite internal pressure.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">March, April 2026<\/span>\n            <strong>Restructuring the product range into sets<\/strong>\n            Packages tailored to specific mobile phone models, new product sheets, and a new pricing structure for packages.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">May 2026<\/span>\n            <strong>Warranty and dispatch information<\/strong>\n            Include information about the warranty and delivery times in the photos, in the titles and on the first screen of the description.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">June, September 2026<\/span>\n            <strong>Stabilisation<\/strong>\n            Volume was lower than the previous year, whilst the margin and profit were significantly higher. The decision was taken to maintain the strategy.\n          <\/li>\n        <\/ol>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wykres apress_row_class_16146964866af18e8b4fdb4\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14543064076af18e8b4fe3c hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-wykres\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Results<\/p>\n        <h2>Volume and gross profit, monthly.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"Bar chart: Volume and gross profit, monthly, index, January 2026 = 100. Series: Units sold, Gross profit.\">\n          <g stroke=\"#dce7ee\" stroke-width=\"1\"><line x1=\"64\" y1=\"262.0\" x2=\"744\" y2=\"262.0\"\/><line x1=\"64\" y1=\"213.6\" x2=\"744\" y2=\"213.6\"\/><line x1=\"64\" y1=\"165.2\" x2=\"744\" y2=\"165.2\"\/><line x1=\"64\" y1=\"116.8\" x2=\"744\" y2=\"116.8\"\/><line x1=\"64\" y1=\"68.4\" x2=\"744\" y2=\"68.4\"\/><line x1=\"64\" y1=\"20.0\" x2=\"744\" y2=\"20.0\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"end\"><text x=\"54\" y=\"266.0\">0<\/text><text x=\"54\" y=\"217.6\">30<\/text><text x=\"54\" y=\"169.2\">60<\/text><text x=\"54\" y=\"120.8\">90<\/text><text x=\"54\" y=\"72.4\">120<\/text><text x=\"54\" y=\"24.0\">150<\/text><\/g>\n          <g fill=\"#42b1e6\"><rect x=\"72.8\" y=\"100.7\" width=\"28.0\" height=\"161.3\" rx=\"3\"\/><rect x=\"148.3\" y=\"110.3\" width=\"28.0\" height=\"151.7\" rx=\"3\"\/><rect x=\"223.9\" y=\"120.0\" width=\"28.0\" height=\"142.0\" rx=\"3\"\/><rect x=\"299.4\" y=\"126.5\" width=\"28.0\" height=\"135.5\" rx=\"3\"\/><rect x=\"375.0\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"450.6\" y=\"131.3\" width=\"28.0\" height=\"130.7\" rx=\"3\"\/><rect x=\"526.1\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"601.7\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><rect x=\"677.2\" y=\"129.7\" width=\"28.0\" height=\"132.3\" rx=\"3\"\/><\/g>\n        <g fill=\"#1c6d95\"><rect x=\"102.8\" y=\"100.7\" width=\"28.0\" height=\"161.3\" rx=\"3\"\/><rect x=\"178.3\" y=\"105.5\" width=\"28.0\" height=\"156.5\" rx=\"3\"\/><rect x=\"253.9\" y=\"108.7\" width=\"28.0\" height=\"153.3\" rx=\"3\"\/><rect x=\"329.4\" y=\"94.2\" width=\"28.0\" height=\"167.8\" rx=\"3\"\/><rect x=\"405.0\" y=\"82.9\" width=\"28.0\" height=\"179.1\" rx=\"3\"\/><rect x=\"480.6\" y=\"71.6\" width=\"28.0\" height=\"190.4\" rx=\"3\"\/><rect x=\"556.1\" y=\"63.6\" width=\"28.0\" height=\"198.4\" rx=\"3\"\/><rect x=\"631.7\" y=\"60.3\" width=\"28.0\" height=\"201.7\" rx=\"3\"\/><rect x=\"707.2\" y=\"58.7\" width=\"28.0\" height=\"203.3\" rx=\"3\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"middle\"><text x=\"101.8\" y=\"284\">I<\/text><text x=\"177.3\" y=\"284\">II<\/text><text x=\"252.9\" y=\"284\">III<\/text><text x=\"328.4\" y=\"284\">IV<\/text><text x=\"404.0\" y=\"284\">V<\/text><text x=\"479.6\" y=\"284\">VI<\/text><text x=\"555.1\" y=\"284\">VII<\/text><text x=\"630.7\" y=\"284\">VIII<\/text><text x=\"706.2\" y=\"284\">IX<\/text><\/g>\n          <text class=\"btop-cs__axis\" x=\"64\" y=\"328\">index, January 2026 = 100<\/text>\n        <\/svg>\n        <div class=\"btop-cs__legend\"><span><i style=\"background:#42b1e6\"><\/i>Items sold<\/span><span><i style=\"background:#1c6d95\"><\/i>Gross profit<\/span><\/div>\n      <\/div>\n        <p class=\"btop-cs__note\">The divergence between the two ranges began in April, when the sets were added to the range. Sales volumes never returned to their initial level, nor was that the aim.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--tabela apress_row_class_14283970066af18e8b501e9\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_7293507126af18e8b5026d hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-tabela\">\n<section class=\"btop-cs__section\">\n        <h2>Nine months without a price reduction.<\/h2>\n        <div class=\"btop-cs__wrap\">\n          <table>\n            <thead><tr><th>Credits<\/th><th>January 2026<\/th><th>September 2026<\/th><th>Change<\/th><\/tr><\/thead>\n            <tbody><tr><td>Unit margin<\/td><td>14%<\/td><td>23%<\/td><td>+9 percentage points.<\/td><\/tr><tr><td>Average basket value<\/td><td>68 z\u0142<\/td><td>110 z\u0142<\/td><td>+61%<\/td><\/tr><tr><td>Units sold per month<\/td><td>approx. 9,200<\/td><td>approx. 7,500<\/td><td>\u221218%<\/td><\/tr><tr><td>Number of parcels processed<\/td><td>approx. 6,100<\/td><td>approx. 2,900<\/td><td>\u221252%<\/td><\/tr><tr><td>Items per pack<\/td><td>1,5<\/td><td>2,6<\/td><td>+73%<\/td><\/tr><tr><td>Monthly turnover<\/td><td>approx. 415,000 PLN<\/td><td>approx. 319,000 PLN<\/td><td>\u221223%<\/td><\/tr><tr><td>Monthly gross profit<\/td><td>approx. 58,000 PLN<\/td><td>approx. 73,000 z\u0142<\/td><td>+26%<\/td><\/tr><tr><td>Changes to list prices<\/td><td>,<\/td><td>0<\/td><td>,<\/td><\/tr><\/tbody>\n          <\/table>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--podsumowanie apress_row_class_7471934766af18e8b505d8\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_8605272566af18e8b50658 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-podsumowanie\">\n<section class=\"btop-cs__section\">\n        <h2>How we did it.<\/h2>\n        <p>The debate over price cuts was settled by figures showing that following the market down would not result in a lower profit, but rather a loss of 11.70 z\u0142 per item. Then, for eight weeks, the figures were worse, and that was the most difficult phase of the project. The bundles removed the product from direct price comparison and raised the average basket value from 68 to 110 z\u0142, whilst the number of parcels halved. Turnover fell by 23%, profit rose by 26%, and that was exactly as it was meant to be.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powtarzalnosc apress_row_class_8158947536af18e8b50982\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_18529804296af18e8b50a03 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-powtarzalnosc\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Repeatability<\/p>\n        <h2>Why do we think it wasn\u2019t a coincidence?.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>A scenario for a rate cut has been factored in by the end of the year<\/h3><p>Pricing decisions are made on the annual results sheet, not on the share chart for the last month. The same table applies to every category under pressure.<\/p><\/div><div class=\"btop-cs__card\"><h3>A set rather than a single item<\/h3><p>A product with no direct equivalent is excluded from the automatic price comparison. This is the cheapest way to exit an auction available on the marketplace.<\/p><\/div><div class=\"btop-cs__card\"><h3>The strengths you already have, but which aren\u2019t obvious<\/h3><p>Warranties, delivery times and customer service in Polish are usually there, tucked away in a tab that nobody ever opens. It costs nothing to include them in the photos and the title.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>What this case does not prove:<\/strong> This strategy requires a tangible advantage that can be demonstrated. With a product that lacks any distinguishing features in terms of quality, warranty or logistics, there is nothing to communicate, and attempts to defend margins will result in a loss of both volume and profit.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--cta apress_row_class_17462841116af18e8b50db8\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_19521749626af18e8b50e72 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-cta\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cta\">\n          <h2>The competition has slashed its prices, and you\u2019re wondering whether to follow suit?<\/h2>\n          <p>We\u2019ll work out what your annual result would look like in both scenarios and identify the advantages you already have today that the buyer doesn\u2019t see. Without assuming from the outset that a price reduction is a mistake.<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/en\/contact-us\/\">Let\u2019s work out both scenarios<\/a>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powiazane apress_row_class_16112227666af18e8b51244\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_14472479536af18e8b512c9 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-08-nie-weszlismy-w-wojne-cenowa-powiazane\">\n<section class=\"btop-cs__section\">\n        <h2>Check out other case studies<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/en\/audit-of-accounts\/\">Marketplace account audit<span>What else is eating into your profit margin?<\/span><\/a><a href=\"https:\/\/btop.pl\/en\/selling-miniatures-and-photos\/\">Photographs and sales graphics<span>How to demonstrate an advantage that isn\u2019t visible<\/span><\/a><a href=\"https:\/\/btop.pl\/en\/allegro\/\">Sales on Allegro<span>Account management and pricing strategy<\/span><\/a><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>When our competitors cut their prices by 40%, we didn\u2019t follow suit. We sold fewer units, but our customers made more profit. Here\u2019s what we changed instead of the price.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-1793020112","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts\/1793020112","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/comments?post=1793020112"}],"version-history":[{"count":2,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts\/1793020112\/revisions"}],"predecessor-version":[{"id":1793020160,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/posts\/1793020112\/revisions\/1793020160"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/media?parent=1793020112"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/categories?post=1793020112"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/en\/wp-json\/wp\/v2\/tags?post=1793020112"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}