Real-time Analytics
Action's pricing team could not scale spreadsheet-based pricing across ten European markets while coping with constantly changing products, competitor promotions, currency fluctuations, taxes, and the need to keep price parity across countries without compromising its low-price brand promise.
Reported impact
Action replaced manual price setting with an AI-powered pricing platform that scales across its European footprint, supports faster assortment refreshes, preserves price parity, improves revenue discipline, and makes rapid international expansion possible without breaking the company's pricing model.
TCS rebuilt Action's pricing process around TCS Optumera, an AI-powered retail strategic intelligence platform used to move the retailer away from manual spreadsheet calculations. The platform takes in store price-check information, third-party competitor data, cost-price changes, currency movement, and promotion timing, then evaluates those signals against Action's pricing policies. It links new products to similar items, generates recommended prices, triggers automatic price changes when defined scenarios occur, raises alerts when thresholds are breached, and offers what-if simulations before rollout. Optumera also exposes the reason behind each recommendation so the team can keep transparency while scaling decisions. The result is a centralized pricing engine that helps Action maintain parity across countries, launch sharper initial prices, and expand quickly without losing control of local pricing strategy.
Store price-check inputs, third-party competitor data, cost-price updates, currency signals, and pricing-policy rules are fed into TCS Optumera. The platform matches products to similar items, models pricing scenarios, generates recommendations and alerts, and automates approved price changes so Action's pricing teams can roll out market-specific updates at scale.
"TCS has helped Action Group, a fast-growing Dutch international non-food discount retailer, transform its pricing strategy using TCS Optumera™ AI-powered retail strategic intelligence platform."
"The platform links Action’s products to similar items, enabling better pricing of new products, and automates price changes aligned to policies on floor pricing and spiral pricing."
"The platform triggers automatic price changes based on various scenarios like currency fluctuation, changes to cost price and expiry of competitor promotions."
"The pricing process which used to be done manually was transformed by harnessing the AI capabilities of TCS Optumera™ platform."
"With the granular, real-time pricing intelligence provided by TCS Optumera™, Action can now roll out sharper initial prices and maintain price parity across items and stores to maximize revenue"
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