Price optimization solutions have evolved from new technologies that only leading-edge retailers were willing to adopt to now a nearly expected part of the merchandising systems portfolio. That evolution has come in the midst of a rapidly changing retail environment – consumers realized that new channels like eCommerce gave them a lot more power in the consumer-retailer relationship just as retailers realized that price alone is not enough of a differentiator to win at retail. Retailers’ response to consumers, in the form of customer centricity, has become a lasting strategy that will continue to shape the development of the industry for years to come.

For pricing, this transformation of retail from product-centric to customer-centric has come right as price optimization has “crossed the chasm” of technology adoption and found its way into the mainstream. So what future lies in store for what is arguably one of the most successful retail technology innovations of this decade? This study benchmarks how far the retail industry has come in adopting advanced pricing techniques, and examines where retailers plan to take pricing capabilities as they move forward with their customer-centric strategies.