Price architects: When price becomes strategy
Dr. Patricia Lüer founds Preisarchitekten, a research and consulting company for strategic pricing. Based in Männedorf (Zurich), the company uses behavioral economics methods to help companies secure margins and enforce prices sustainably.
Many companies invest heavily in process optimization, cost reduction and increasing efficiency - and leave one of the most effective profitability levers untapped: price. This is precisely where the newly founded research and consulting company Preisarchitekten, based in Männedorf in the canton of Zurich, comes in.
Behavioral economics as a methodological core
Managing Director Dr. Patricia Lüer supports companies in exploiting their potential through scientifically sound pricing. The methodological core lies in the application of behavioral economics. Instead of assuming that customers act purely rationally, the price architects use insights into the decision-making architecture of customers according to the «follow the money» principle. The results obtained through market research enable concrete options for action. In addition, training and coaching are among the company's core areas - because effective pricing only wins when it is anchored in the organization.
«Many companies give away margins because they set prices based on gut feeling rather than strategy,» says Dr. Patricia Lüer. «My aim is therefore to open up the black box of customer decisions. If companies understand how customers really perceive prices, they can actively control them instead of just reacting passively. What is particularly important to me is that I specifically bring the sales department on board when developing the strategy. After all, they are always the company's first customer. In this way, I enable companies to achieve adequate margins with satisfied customers.»
Over 25 years of practical and research experience
Dr. Patricia Lüer combines scientific know-how with many years of corporate experience. Before founding Preisarchitekten, she held leading positions in strategy and pricing consulting, including as a member of the management board of Vocatus (Munich/Cologne), as a director at intervista (Berne/Zurich) and as a project manager at Horváth & Partners in Zurich. Her other career milestones include YouGov Germany, Booz Allen Hamilton and Zurich Financial Services. Her track record includes more than 100 successful projects for international players in the banking and insurance, medical technology, telecommunications and industrial goods manufacturing sectors.
Preisarchitekten is aimed at start-ups as well as established market leaders throughout the German-speaking world and combines psychologically sound and data-based pricing approaches.
More information: www.preisarchitekten.ch
