Pricing data drives brand protection for Stadler Form
Learn how Swiss climate and lifestyle appliance brand Stadler Form uses PriceShape to stay competitive as a D2C seller, monitor their reseller network, and catch pricing issues before they become costly.
Company Size
25 Employees
SKUs
114
Industry
Climate & lifestyle appliances
Markets
Switzerland
Germany
US
Content Specialist
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Stadler Form is a Swiss brand selling climate and lifestyle appliances like humidifiers and air purifiers. With distributors across Switzerland, Germany, the US, and their own webshop, keeping track of how and where their products are priced is crucial for brand and margin protection.
Visibility with PriceShape
From the very beginning, Samuel Wyss Stadler Form’s E-commerce Director knew they needed a platform that could automate reseller and competitor price checks – it couldn’t be a manual task or live in spreadsheets.
The team had used pricing tools in the past, and while it removed manual checks, they didn’t have the capabilities or customer support they needed.
“We knew that there were existing systems out there (we’d tried them). But we wanted a reliable picture of our market with granular data on all of our resellers, so we could work with the data in a more intelligent way. That is what PriceShape allows us to do.”
"We knew that there were existing systems out there (we’d tried them). But we wanted a reliable picture of our market with granular data on all of our resellers, so we could work with the data in a more intelligent way. That is what PriceShape allows us to do."
PriceShape is used across their E-commerce team both as a day-to-day tool to review market prices but also at a higher level, tracking pricing pressure across SKUs, preparing for internal discussions between the digital and sales teams, and spotting where the market is shifting before it becomes a problem.
“Our founder and CEO has a lot on his plate, but he jumps in and uses PriceShape without anyone prompting him. It is simple enough that he just gets what he needs from it, and he quotes it regularly in conversations, which tells you everything.”
Protecting reseller relationships and margins with market data
With PriceShape, Stadler Form had the data they needed to support their reseller network and improve relationships.
When resellers launch new products at the wrong price, it can get flagged immediately before they sell at a loss. When stock runs low across their network, they can act by reaching out to resellers to prompt a restock. They turned data into proactive conversations.
Beyond catching issues early, the data supports stronger reseller relationships over time. Price history makes it easy to see how individual resellers are performing across campaigns and seasonal periods, who is aligned with the brand, and where attention is needed. Those patterns inform better decisions about distribution, assortment, and where to focus sales efforts.
A reseller network priced in line with the market
PriceShape’s Market Index gives brands a clear view of how their reseller network is pricing relative to their own prices. With your prices set at 100, every reseller is shown relative to that number. A score of 105 means a reseller is 5% more expensive. A score of 95 means they are 5% cheaper.
For Stadler Form, the data shows that even their most competitively priced resellers are holding at Index 100. This means resellers across both markets are staying close to MSRP, with minimal undercutting or inflation at either end. It is a sign that their pricing strategy is working and is being reflected across all channels.
Marketplace visibility across Amazon and Galaxus
When selling through various resellers and marketplaces, maintaining consistent brand positioning and pricing can be complex, especially when each market has its own requirements. Stadler Form integrated both Amazon feeds for Germany and Galaxus feeds for Switzerland for comprehensive market insights.
With Amazon accounting for 64% of market share in Germany, having full visibility over price changes is a non-negotiable. Pricing decisions on Amazon do not just affect one channel; aggressive price drops can trigger erosion across the whole market. Using data from their integrated feeds, the Stadler Form team can track stock availability, price positioning, and performance at a product level across every active offer, giving them what they need to protect margins and stay competitive.
In Switzerland, integrating the Galaxus feed means Stadler Form stays present and competitive on the country’s biggest e-commerce platform, with the same level of insights as Amazon.
Protecting the brand from grey market activity
PriceShape’s cross-border insights give brands the visibility to identify and address unauthorised resellers across international markets before they become a problem.
Before PriceShape, spotting unauthorised sellers was largely down to luck. There was no systematic way to find them, and by the time they were discovered, damage to the brand had often already been done.
Now the team can monitor and detect grey market activity. Recently, the team flagged a fraudulent website imitating Lidl and selling Stadler Form products using content copied directly from Amazon. Stadler Form reported it to the domain registrar, and the site was taken down within days.
Using market insights to lead Black Friday strategy
In the lead-up to Black Friday, the team used PriceShape to build a clear picture of where each product sat in the market before setting promotional prices. With data, they could see where prices were already low, and further discounts would affect margins. They could also see where a discount would be beneficial to move stock and increase sales without impacting their bottom line. This gave the team the data they needed to promote the right products at the right price.
After the sale, the team could see clearly what promotions worked and if they didn’t, why. Products that underperformed could be explained by competitor or reseller promotions that had not been anticipated
“If we forecasted 500 units but sold 50, when we checked, we could see other retailers were already running their own Black Friday offers at a lower price point. Suddenly, the numbers made sense, and we knew exactly what to do differently next time.”
It is a process they plan to repeat every year, using PriceShape in the lead-up to Black Friday to shape their promotional strategy.
Managing pricing in an increasingly competitive market
The climate appliance category in Europe has changed significantly in recent years.
Offshore manufacturers who once competed on price alone now compete on quality too. With direct-to-consumer marketplaces like Amazon and Galaxus, these manufacturers set a new pricing floor that brands with distribution networks simply cannot match like-for-like.
“The times of cheap but low-quality products in our category are long gone. The reality is that offshore manufacturers are producing quality products at a lower price.”
For Stadler Form, positioned as a mid-range brand, the answer was not to try to chase the lowest price. It is to justify their price point through quality products, strong customer service, and strategic reseller partnerships in their regions.
But competing on value only works if you know exactly what’s happening in your market.
A collaboration based on trust
For Stadler Form, the decision to move to PriceShape was not just about finding a better tool. It was about finding a strategic partner.
“We really enjoy working with a company and a team that is innovative and driven. Our Customer Success Manager, is genuinely passionate about the platform, providing insights, ideas, and new ways of working. We’ve found a company we enjoy working with that will continue to support us into the future.”
What comes next
Stadler Form is currently working with PriceShape to move toward rule-based pricing for their own web shops. The plan is to receive automated pricing proposals based on a defined set of rules, review them, and push accepted changes directly to the shop. If it works well, full automation is the logical next step – prices updated continuously, without the weekly manual overhead.
“While PriceShape is an investment, its value cannot be overstated. It gives us real, tangible results. We are big supporters of the platform, and we would recommend it to any brand.”
Discover how PriceShape can give your team market visibility across resellers and competitors, to make faster and smarter commercial decisions without the manual work.