Saw an interesting explanation for
Minimum Advertised Prices at the
FTC's annual Microeconomics Conference (my old employer). Many manufacturers adopt these "MAP" policies which prevent retailers from advertising a price below the manufacturers recommended price. If a retailer wants to sell at a lower price, it has to "hide" the lower price from online search engines. The lower prices are revealed only after a shopper "clicks through" several levels.
A numerical illustration illustrates how it works. Imagine that there are 50 low-value shoppers willing to pay $5 and 50 high-value shoppers willing to pay $10. A traditional posted-price offers a retailer the choice between selling to only half the consumers at a price of $10 or all of the consumers at a price of $5. Both strategies would earn the retailer $500=50*($10)=100*($5).
A
minimum advertised price allows the manufacturer to price discriminate if the low-value shoppers search for a lower price and the high-value shoppers won't, e.g., because the high-value shoppers have a higher opportunity cost of time.
Imagine that half of the consumers go to the websites of each retailer, one of whom posts (advertises) a price of $10, while the other allows shoppers who click through several layers to buy at a price of $5. Each retailer receives a even mix of high and low-value shoppers.
For the consumers who go to the high-priced retailer, only the high-value shoppers purchase, which results in revenue of 25*($10)=$250.
For the consumers who go to the low-priced retailer, all of the shoppers purchase. In addition, the low-value consumers who did not purchase from the high-priced retailer will search and find the lower price and purchase. Revenue at the low-price retailer is 50*($5)+25*($5)=$375
Total revenue from the
minimum advertised price strategy is $625=$250+$375 which is bigger than the $500 from a
single posted price.