Poland’s fashion e-commerce market presents unique challenges and opportunities for Breuninger. As customer research reveals, price is the single most important decision criterion for Polish customers, even in the luxury segment. Combined with a highly fragmented market and fierce competition from both international behemoths like Zalando or Aboutyou and many local incumbents, pricing becomes a critical lever for driving top-line growth and bottom-line profitability.

This presentation will explore how Breuninger is leveraging data-driven decision-making through pricing experiments in Poland. Using AB testing as a foundation, we analyzed the impact of competitive price adjustments on customer behavior, including page views, purchases, and contribution margin.

Through visual insights and key metrics, we will demonstrate how steering prices to match or slightly undercut competitors significantly increased customer engagement and sales without negatively impacting profitability. While the results are promising, we will also address the limitations of this approach, such as potential long-term effects on brand perception.
Finally, we will outline the next steps for Breuninger’s international pricing strategy, highlighting how these findings will inform broader initiatives to optimize pricing across markets.

This session aims to provide insights for DBCS employees explaining the strategic importance of pricing in a fast-moving market and contribute to Breuninger’s continued success in Poland and beyond.