What are the pros and cons of using KVCs and KVIs in pricing strategy?

Read the article “Pricing in retail: Setting strategy” at http://www.mckinsey.com/industries/retail/our-insights/pricing-in-retail-setting-strategy.

1. What are the pros and cons of using KVCs and KVIs in pricing strategy?
2. Can you give an example of website using the strategies? Please elaborate.

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