Bud Light may create a marketing campaign to try and increase its brand but when it comes to pricing, experimentation isn't needed. If you want the most sales, target people who shop prices.

It is certainly true that if you have a product during a fad wave, you can charge more. Or, if supplies of a product are scarce, prices will be higher. Yet limited supply means limited revenue. The big money is instead in those who are price shoppers. 

A new paper deflates some concerns “showrooming”, those who go to a store to try something and then buy it cheaper online. While it can certainly work, most don't have the time so it's not putting retail shops out of business - and it isn't driving prices lower either.

This has led to several assumptions in the retail industry, from the thought that showrooming will put brick-and-mortar retailers out of business, to the notion that the showrooming trend has driven prices down across the board. A new study has found these may both be false.

When it comes to clothes, online is difficult. A deeper selection is great unless you are unsure how well it fits, and that is the problem online shoppers face. That is why brick-and-mortar stores with good selections are not impacted by showrooming. They can even charge more. Very few people have the time to travel to stores and try things on. If you walk in, and the fit is good, you are likely to pay more to have convenience, just like people pay a lot more for McDonald's on DoorDash than they do going to the store. Time has value to them.

Yet prices are really determined by the much larger not-so-choosy consumer. They will visit a store and expect that to make a purchase if it's a fit, but if the price is high or what they want is unavailable they move to the next store.  They compare prices and there are enough of them that it plays a key role in price determination.