Preispalette

Preispalette is a framework used in pricing strategy to present a curated range of price points matched to product configurations or service levels. It aims to guide consumer choice, capture willingness to pay, and optimize revenue and margin. The concept is used across industries, including software subscriptions, electronics, and retail services.

Structure typically includes several tiers (for example basic, standard, premium) with associated feature sets or bundles, sometimes complemented by add-ons. Prices are positioned to create an anchor effect: the higher tiers make lower ones seem more affordable, while decoy options steer customers toward the target tier. The palette can vary by market and customer segment, employing volume discounts, geographic pricing, or time-limited offers.

Implementation involves mapping features to price tiers, validating perceived value through market research or A/B testing, setting price points, and designing marketing messages. Ongoing analytics track conversion, average order value, churn, and profitability by tier, enabling adjustments.

Benefits include improved clarity for customers, higher average transaction value, and better alignment of price with delivered value. Risks include excessive complexity, customer confusion, perceived unfairness if prices change, and potential cannibalization between tiers. A successful Preispalette relies on clear value propositions and consistent pricing governance.

See also: pricing strategy, tiered pricing, value-based pricing, menu pricing, price discrimination.