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How to Avoid a Race to the Bottom in Competitive Pricing: Four Game-Changing Moves

Dr. Fabian Uhrich | Chief Product Officer | Quicklizard
In highly competitive markets, price wars can erode margins, damage brand equity, and slow innovation. This article introduces a four-move framework, rooted in game theory and market-backed insights, to help pricing leaders outsmart, rather than undercut, the competition. Drawing from real-world results, including Sephora UK's 25% profit growth through competitive sensitivity, we explore how to identify relevant competitors, focus where it matters, anticipate market scenarios, and detect vicious pricing cycles before they start. This playbook equips executives with actionable tools, strategic perspectives, and the confidence to win in the pricing arena without sacrificing long-term value.
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Dr. Fabian Uhrich is a pricing strategist and product leader, helping retailers and brands unlock long-term value through data-driven pricing innovation. As Chief Product Officer at Quicklizard, he ensures the company’s solutions deliver maximum impact for customers today and in the future. Fabian brings extensive experience from his time as Partner and global pricing expert at the Boston Consulting Group and as Head of Pricing & Online Marketing at Zooplus, Europe’s largest online pet supplies shop. He holds a PhD in behavioral pricing from TU Munich and continues to stay at the forefront of research as a guest lecturer at ETH Zurich.