Numerator Launches Price Volatility Index
Quick View into Price Volatility Due to COVID-19 Scarcity
Chicago, IL (May 7, 2020) – Numerator, a data and tech company serving the market research space, has launched a weekly Price Volatility Index to provide needed insight into the price volatility of durables and CPG products as a recession looms.
Numerator identified a “market basket” of both durables and consumer products to include in the on-going analysis. The Numerator Price Volatility Index features the high and low price indexed to the average price of each product. The analysis also includes a Volatility Factor which measures the pricing swing in a given week.
“When brands miss online price movement, they miss growth,” said Eric Belcher, CEO, Numerator. “Consumer conversion to online purchasing has doubled since COVID-19 and many brands are scrambling to understand how to compete. They need to keep pace with change that happens at the speed of a click.”
The Price Volatility Index is powered by Numerator Pricing Intel. Numerator has technology supporting high volume deployment of bots for coverage of hourly pricing on over 5,000 websites worldwide. The initial report shows:
- Durables have more volatility: Durable goods categories like consumer electronics and gaming showed higher pricing swings than lower-priced consumer products.
- Working-from-home is inflating computer equipment pricing: Monitors and keyboards included in the “market basket” showed steady increases in pricing as workers transitioned to working remotely.
- Smaller CPG products have virtually fixed pricing: Pricing for Kraft Mac & Cheese, for example, stayed close to its average $1 price even as demand goes up during COVID.
Numerator is a data and tech company serving the market research space. Headquartered in Chicago, IL, Numerator has 1,600 employees worldwide. The company blends proprietary data with advanced technology to create unique insights for the market research industry that has been slow to change. The majority of Fortune 100 companies are Numerator clients