DB Journey’s journey with PriceShape highlights the importance of strategic pricing in maintaining a premium brand image. Consistency is key in an era where consumers have access to endless information and price-matching tools. With PriceShape, DB Journey has found a strategic partner that helps them protect their brand value.
“PriceShape has become an essential part of our commercial strategy. It provides the insights we need to strengthen our brand presence and remain competitive. For us, it’s about ensuring a premium positioning in the market”
Albert de Boer, Wholesale Digital Manager, DB Journey.
Maintaining a consistent brand image is crucial for a premium brand like DB Journey. Aggressive campaigns and promotional management by resellers could easily harm the brand’s perceived value. By using PriceShape, DB Journey gained the insights needed to be in control of its commercial strategy and protect its brand identity.
“Resellers that are not in line with our commercial policy can damage our premium image. PriceShape helps us track and address agreed commercial criteria practices early, protecting our brand value.” Albert says.
PriceShape’s real-time data allowed DB Journey to identify and address resellers who were too aggressive with campaigns and promotional management. It also helped them be aware of price-matching policies that might drive prices down across markets.
In 2010, DB Journey was founded in the small town of Hoddevik, Norway, with a vision to create functional and stylish travel gear. What started as an idea between friends grew into a global brand known for its premium luggage solutions for sports and creative hobbies. Today, DB Journey operates from its headquarters in Oslo and a brand house in Stockholm, working with agencies across Europe to maintain its strong brand presence.
Albert de Boer, Wholesale Digital Manager at DB Journey, oversees all digital tools within the sales team. To stay relevant and protect brand value, Albert looked for a tool to provide market insights and help strategically manage segmentation and tiering. At the end of 2022, DB Journey became a PriceShape customer.
DB Journey targets a young, style-conscious audience of Millennials and Gen Z, aged 18 to 35. This demographic is unique for a premium brand as it represents customers who are both price-sensitive and willing to spend on high-quality products. With increasing competition from other premium and mainstream brands, staying competitive requires more than just great products; it needs the right commercial strategy.
“Today’s consumers have all the information they need right at their fingertips. That’s why it’s so important for us to keep our promotions consistent across all channels. If what they see doesn’t match, it can affect how they view our brand. Too much variation in our promotional strategy can make them question the reliability of our products," Albert says.
DB Journey aims to keep its products within the commercial policy to protect brand value and stay competitive. With PriceShape, they get a clear overview of their resellers and their promotion history. This allows us to track our commercial strategy and make informed decisions, such as when launching a new product.
As Wholesale Digital Manager, Albert oversees a wide range of responsibilities. With so many tasks, time is a valuable resource. Before PriceShape, monitoring agreed commercial criteria, brand presentation, and market trends required extensive manual work, which was almost a full-time job.
“Analyzing the market manually would take an enormous amount of time. PriceShape allows us to automate reports and monitor trends on a global scale. It saves us time and gives us a clearer view of the market landscape.”
Albert de Boer, Wholesale Digital Manager, DB Journey.
PriceShape’s automation features allow DB Journey to set up custom reports, helping the team track product performance, resellers’ and competitors' prices, and market trends more efficiently. This saves time and provides a structured approach to getting insights, allowing Albert to focus on strategic decisions rather than data collection.
Nikolaj Lauridsen, Senior Customer Success Manager at PriceShape, notes, “Albert and I discussed how to use our reports and Dashboards to improve management reporting, which is also one of Albert’s daily tasks. With our Dashboards, we can provide a broader view of cross-border activities, which is crucial for businesses like DB Journey.”
DB Journey turned to PriceShape to gain control over its commercial strategy. PriceShape provides market trends, reseller promotion, and monitoring of agreed commercial criteria practices. This data allows Albert and his team to engage in informed conversations with agents and retailers, ensuring consistent brand positioning across all channels.
“PriceShape is the first step in having conversations about our commercial policy with our agents and retailers. In today’s world of price-matching and agreed commercial criteria, it’s crucial to have accurate data to maintain a premium brand image.” Albert says.
PriceShape has also supported DB Journey in managing the challenges of cross-border selling. With international customers shopping online, differences in promotional strategies across markets can easily affect how the brand is perceived.
With PriceShape, DB Journey can monitor which markets their retailers are selling in, ensuring they stick to agreed territories. The platform also helps them keep track of promotions, both their own and their resellers’, making it easier to stay consistent across all channels.
Our dynamic product grouping allows you to keep track of your price leaders. Set a price threshold; they will be added to this group whenever a vendor's price meets or falls below that level. This ensures you have an up-to-date view of the market, helping with brand protection and keeping you informed about market trends.
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When asked why DB Journey chose PriceShape, Albert emphasized the importance of having a reliable and intuitive tool that provides accurate market insights.
"We needed a tool that could provide unbiased data to support our commercial strategy. PriceShape is easy to use, and the support team is always ready to help. It’s not just about having a tool; it’s about having a reliable partner.” says Albert.
The decision to choose PriceShape was influenced by the platform’s user-friendly interface and responsive support team. For DB Journey, finding a pricing tool was not just about finding a tool but also about finding a strategic partner to support their growth and brand positioning.
Nikolaj Lauridsen, Senior Customer Success Manager at PriceShape, says, "Working with DB has been a pleasure. They are such a young and dynamic team, and the process from thought into action is also an incredible force for exploiting and utilizing our platform."
Looking ahead to 2025, DB Journey aims to “get their ducks in a row” by optimizing its product assortment and ensuring operational excellence. PriceShape will help DB Journey achieve these goals by providing insights into the resellers' landscape and protecting their premium brand image.