LIGHTING ILLUSIONS

How Lighting Illusions Automated Competitive Pricing Intelligence

This case study looks at how Lighting Illusions replaced manual, once-in-a-while price checks with a daily, automated view of competitor pricing across its full 4,480-product catalogue.

The Challenge

Lighting Illusions is an Australian online lighting retailer carrying fittings, fans, and outdoor lighting — a category where prices shift often and small gaps against competitors quietly erode margin or conversion.

The business needed a scalable way to watch competitor pricing across a large, fast-moving catalogue without adding manual work to the pricing team’s week.

Track pricing across 4,480 individual products, spanning many brands and categories, without adding headcount
Keep an eye on 10 competing lighting retailers whose prices and promotions move independently and without notice
Spot underpriced and overpriced SKUs before they affect margin or sit unsold
Replace spreadsheet-based, occasional manual spot checks with something that runs every day, unattended
Give the merchandising team one shared, trustworthy view of the market instead of scattered browser tabs
React to competitor promotions and clearance pricing while it’s still relevant, not weeks later

The Solution

A price-monitoring setup was built around Lighting Illusions’ own catalogue and competitive set, refreshing automatically so the team always works from current numbers rather than a stale export.

The setup helped Lighting Illusions:

Continuously match and monitor all 4,480 products in the Lighting Illusions catalogue against equivalent listings elsewhere
Benchmark pricing against 10 named competitor shops in the lighting and home-fittings space
Pull fresh competitor pricing once every day, so comparisons never run on week-old numbers
Surface price gaps, out-of-stock competitor listings, and promotional undercuts as they appear
Group results by product line so the team can prioritise the categories that move the most volume
Remove the need for manual competitor checks, freeing the pricing team to work on strategy rather than data collection

"Pricing used to be checked by hand, a few products at a time, whenever someone had a spare hour.
Having the full +4K -product catalogue compared against ten competitors automatically, every day, changed how confidently we set prices."

Pricing & Merchandising Team Lighting Illusions

The Results

With daily, catalogue-wide visibility in place, Lighting Illusions moved from occasional manual checks to a standing view of its competitive position.

Key Outcomes

A single, shared view of pricing across the full range, refreshed daily instead of spot-checked
Faster reaction to competitor promotions and clearance pricing in the lighting category
Less manual effort spent gathering competitor prices, more time spent deciding what to do with them
A repeatable process the pricing team can build reporting and rules on top of, rather than a one-off audit

4.480

SKUs monitored continuously

10

Competitor shops benchmarked

Daily

Refresh cycle, replacing manual checks

40hrs

Est. hours saved weekly, once measured

What is tgndata®?

tgndata® is an all-in-one Price Intelligence SaaS platform
designed to help retailers and brands monitor markets
and optimize pricing. The platform combines five key capabilities:

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