Multi-Regional Data And Microsignals To Navigate Tariff Uncertainty

Forbes

2 days ago

Rochelle Thielen is CEO of Traject Data, provider of SERP and eCommerce API solutions for seamless data collection, analysis & integration.
For retailers, 2025 has been a wild and unpredictable ride when it comes to imports. Since January, tariffs on products from China alone have ranged from 10% to 145%, often with just a few days' notice of an impending change. Most recently, the U.S. said it would impose 50% tariffs (registration required) on EU goods in early June, only to delay them by a month. But even without these whiplash changes, the blanket 10% tariffs on nearly all imported goods will have unpredictable effects on the supply chain and the price of goods.
Quarterly price adjustments will no longer suffice, particularly in this era of unpredictable and sudden tariff changes and dynamic pricing services. The reality is that modern retailers, especially in fast-paced sectors like e-commerce and consumer goods, must respond to competitive promotional pushes within a narrow window (hours) to maintain competitiveness, based on industry observations of how quickly competitors can adjust using dynamic pricing tools amid rapid cost fluctuations and promotions.
While specific statistics on average response times vary, real-time data from sources like tariff announcements (which can reverse within days) highlights that delays beyond this timeframe, such as manual processes taking days or weeks, often lead to lost margins or market share.
Exceptions exist, however. For instance, traditional brick-and-mortar retailers or those in premium/luxury segments (e.g., wellness or high-end apparel) may have more flexibility with slower adjustments due to resilient consumer demand and less price sensitivity. Supply chains are far too intricate to accurately forecast the impacts of any single event on availability and pricing, and with tariffs fluctuating without advance notice, prices can shift dramatically faster than traditional quarterly cycles allow.
Additionally, retailers need to expand the scope of pricing monitoring. This is because the traditional approach, which typically tracks major markets like New York City, Chicago and Los Angeles, isn't sufficient. Prices may differ significantly from region to region and among differently sized communities. Retailers who stick with the old way of monitoring markets may end up overpricing their products or leaving money on the table.
To get a more accurate view of shifting prices and product availability, retailers should track data from a wider range of sources. Major ports such as Savannah, Georgia, and Long Beach, California, for example, will provide early tariff impact indicators. Internal transportation hubs such as Memphis, Tennessee, and Columbus, Ohio, that are far removed from coastal activity will provide visibility into how inland transportation is affecting pricing, while suburban retail corridors like Plano, Texas, and Henderson, Nevada, will reflect consumer behavior shifts.
The Pricing Clues Hidden In Your Data
As you collect data, be sure to capture key metadata—such as ZIP codes and metro areas. This level of detail is critical for identifying regional pricing trends, which often reflect local preferences. For example, if a large retailer is shipping M&Ms from a region where they aren't selling to one where they are, those product movements can influence local prices.
Within this data, small signals can also be telling. Seemingly minor anomalies—like slight changes in promotional activity—often foreshadow larger pricing shifts, much like small tremors can precede a volcanic eruption. While not every anomaly is a sign of deeper change, patterns across multiple data points can validate emerging trends.
Inventory movement patterns are equally revealing. Retailers stockpiling goods may be anticipating tariffs or other pricing triggers, while those rapidly offloading inventory may signal weakening demand and upcoming price drops.
Finally, don't neglect unauthorized third-party sellers. Unbound by manufacturer's suggested retail price (MSRP) agreements, these sellers can act as canaries in the coal mine as they're more sensitive to market movements than other retailers. If their prices start to move, major retailers likely won't be far behind.
Building Pricing Agility Into Your KPIs
In today's unpredictable and fast-moving economy, retailers face a critical choice in how they monitor pricing: lead by adjusting prices in near real time based on comprehensive, up-to-date data or risk falling behind by relying on outdated quarterly updates. Retailers that embed real-time responsiveness into key performance indicators (KPIs)—such as pricing and margin—can better position themselves to navigate volatility and come out stronger on the other side.
Success will hinge on the ability to effectively monitor both regional trends and subtle signals, and then act on them quickly. Workflows that immediately update KPIs in this way can help make faster, smarter decisions through current, reliable and holistic data.
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