Author: Robert Ribciuc

Dollar Tree, Inc., has recently done the unthinkable: it raised prices on many items from $1.00 to $1.25. If the price that’s in the company name, on the wall, on the corporate letterhead, and is seemingly the brand won’t stand, what next? In most business-as-usual environments psychological price points like “everything is $1” have a role to play. However, the current environment is anything but business-as-usual, as the author explores. Robert Ribciuc, Managing Partner at EBITDA Catalyst, is a pricing expert specializing in pricing for consumer and software brands. He can be reached at robert@ebitdacatalyst.com.

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