It’s the daily challenge for e-commerce players: how do I generate as many relevant clicks as possible at the lowest cost? For Plein – an online drugstore - price is an exceptionally important factor. Nielsen research shows that 75% of Fast Moving Consumer Goods (FMCG) are purchased on offer. Meaning, people only buy A-brand shampoo or deodorant when they are discounted. But, as we all know, compromising the price is at the expense of the margin.