PRICING
Achieve your strategic objectives quickly
Make pricing the lever for your performance
Recognised pricing specialist for all environments: B2C, B2B and B2B2C
Setting the right price for the right client
Effective pricing allows you to capture all of your clients' willingness to pay
Maximise margins and market share by building an offering with several differentiated ranges, leveraging client discounts and introducing the right pricing innovations (bundles, loyalty programmes, subscriptions, etc.). Understanding how your clients value your products and services will enable you to increase your pricing and promotional effectiveness.
Price management and product range consistency
Adapt central pricing to different geographical areas to ensure overall consistency in price positioning.
Optimise the ROI of your promotions
Optimise your promotional strategy for each product to generate volume efficiently while preserving the perceived value and profitability of your brand.
Our expertise
As a lever for growth, pricing is at the heart of many strategic issues.
Far beyond a simple pricing policy, pricing is at the heart of your strategic challenges. Choosing and managing prices means, above all, deciding how an offer fits into a market, quickly attracts new clients, creates preference and ensures its sustainability. Veltys is the specialist in transforming commercial and pricing policies, with a proven track record of success spanning more than 10 years.
As a firm specialising in pricing consultancy, we support the implementation of innovative pricing solutions using a set of proven methodologies focused on client data analysis and economics. We also provide training on pricing at BPI University.
By defining and deploying pricing strategies for your high value-added projects, we enable you to save time and make the right choices in the blink of an eye. Our recommendations can be integrated into our clients’ systems, both in customised interfaces and in off-the-shelf solutions.
Cabinet expert en conseil en pricing, nous accompagnons la mise en place de solutions de tarification innovantes grâce à un corpus de méthodologies éprouvées, axées sur l’analyse des données clients et l’économie. Nous sommes également formateurs au sein de la BPI Université sur le pricing.
En définissant et déployant des stratégies de pricing sur vos projets à haute valeur ajoutée, nous vous permettons d’accélérer le temps et de faire les bons choix en un clin d’œil. Nos recommandations s’intègrent dans les systèmes de nos clients, aussi bien dans des interfaces sur mesure que dans les solutions du marché.
Our strength: knowing how to identify the true effect of price
Experience shows that business teams have cognitive biases about the effectiveness of price and discount levers. Conversely, the ‘true’ effect of price or discounts is 50% to 3 times higher than that estimated by traditional methods and tools. Our econometric approach identifies the causal impact of price and discounts and enables us to define optimal solutions with significant gains.
Addressing B2B and B2B2C challenges
The increasing complexity of processes has made pricing unmanageable using traditional methods. Marketplaces that impose increasingly ‘B2C’ practices, inflation that continues to erode margins, and the desire to integrate CSR into the company’s commercial strategy are disrupting the historical mechanism. From defining pricing strategy and structuring offerings to monitoring performance, we address every issue by managing heterogeneity at all levels (supply, demand and stakeholders) in a context of changing purchasing practices and expectations. Depending on the players involved, the stakes of the projects we support can amount to tens of billions of pounds annually.
Activate the most immediate lever
Price is the only lever with an immediate impact on margins. It also allows you to differentiate yourself from the competition, move upmarket, stimulate destocking or maintain client loyalty. Although easy to activate, this powerful lever is nonetheless delicate: costs are not covered if the price slider is too low, the client base erodes in the medium term if it is too high, and dependence on discounts can be created.
Value-based pricing, dynamic pricing (yield management), and the technical and data excellence of our algorithms enable you to stay on top of market developments and establish a sustainable competitive advantage without succumbing to price wars. Our pricing strategy experts manage the entire process: diagnosing current performance, developing optimal scenarios, and integrating pricing tools, in collaboration with your sales and marketing teams.
We have seen gains of up to 15% in margins.
Are your pricing challenges still unclear?
We have created the Pricing Maturity Flash Test, a quick assessment to understand practices and identify pockets of value, enabling us to determine the most appropriate transformation path.
OUR BUSINESS CASES
Optimising promotions in the fashion sector to achieve margin gains of 10% to 15% over 4 years
Veltys helped a multi-target fashion brand transform its sales strategy to balance stock clearance, margins and turnover in an international market context.
Context
In the fashion industry, sales are a decisive but risky moment. Too often, promotions result in excessive price reductions, which clear stock but significantly reduce margins. After lockdown, this tension became even more acute: the brand needed to boost revenue without sacrificing profitability. A major retailer with an online store and a network of several hundred shops offering more than 20,000 products called on Veltys to rethink its approach.
Method
We put data at the service of decision-making. Product performance analysis and econometric modelling enabled us to accurately estimate promotional elasticity. From there, we designed optimal markdown trajectories, re-optimised on a daily basis according to sales. Each operation was guided by concrete scenarios, ready-to-use rate lists for the brand, and enhanced management through field tests and simulations. Managers were supported every step of the way with intuitive tools to quickly integrate recommendations.
Results
The results speak for themselves after several editions: a 10% to 15% increase in margin at constant sales, 95% reliable predictions ahead of sales, and widespread adoption by teams (90% to 95% compliance with recommendations). In concrete terms, this has enabled rapid adjustments: changing the schedule, relaxing certain constraints, or activating targeted levers to maximise impact. The brand has gained in responsiveness and peace of mind, making its promotions a real performance lever rather than a constraint.
Develop an action plan to leverage promotions to increase margins during annual negotiations
An olive oil manufacturer wishes to review its pricing strategy and investment in promotions ahead of negotiations with distributors as part of its move upmarket and new margin strategy.
Context
The rise in olive oil prices (+40%) is disrupting the market and forcing the manufacturer to rethink its model. In a context of moving upmarket, the priority is shifting from sales to margin enhancement. However, sales representatives lacked the tools to drive performance, monitor market practices and support their negotiations. The company felt it was operating without structured data or systematic quantitative analysis, particularly when it came to optimising its catalogue promotion budget and maximising ROI.
Method
We consolidated internal sell-in data with Nielsen data on sell-out and catalogue promotions, including those of competitors. This database enabled us to:
- analyse the impact of inflation and changes in promotion rates,
- measure promotional pressure and price positioning with and without promotions,
- estimate, using an econometric model, the real effect of promotions on sales by product, distributor, region and season.
Based on these analyses, we worked with the sales team to develop a concrete action plan that could be directly implemented in negotiations.
Résultats
The action plan defined by the sales team represents an estimated margin gain of €200,000. They now have a clear overview of the pricing and promotional practices of the company and its competitors. Each promotional campaign is evaluated in terms of ROI, allowing decisions to be made about which distributors, periods and products to invest in. This approach provides solid arguments for negotiating and securing the margin strategy while accurately managing volumes. Veltys has enabled us to move from intuition to precision.
Maximising the impact of consumer credit promotions for a major French bank
A major French bank wanted to optimise its promotional strategy for its consumer credit products in order to better manage demand and marketing return on investment.
Context
The bank wanted to understand precisely how its promotional campaigns influenced both the number of applications financed (extensive demand) and the average amount of applications financed (intensive demand). Without robust analytical tools, it was difficult to measure the real effect of each promotional lever and define an optimised strategy for its credit products.
Method
We conducted a precise quantitative breakdown of the impact of each promotional lever: type of lever, media campaign (posters, internet, TV, etc.), mobilisation of the branch network and reduction in the APR. A decision-making tool was developed to simulate and optimise campaigns according to product type, channel and schedule. The approach incorporated spillover effects, threshold effects and substitution between loans, making it possible to measure the real impact of each lever independently of the others.
Results
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Analysis, insights, and studies to decipher the major transformations underway and offer you Veltys' perspective.
Our publications are designed to help you take action: analysis of key issues, concrete feedback, proven methods. What they all have in common is useful content to help you make decisions and bring about lasting change.
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