Chairwoman

Victoria Bayen
Head of Pricing

In a context of rising costs, market volatility and increasingly complex customer behavior, anticipating demand and understanding price elasticity have become critical levers for pricing performance.

Yet, many pricing teams still face the same challenges: fragmented signals, fast-changing demand patterns, and traditional models that struggle to keep pace.

And while AI opens new possibilities, a key question remains: how can pricers leverage AI without losing control over pricing decisions?

This session provides a practical overview of best practices in demand forecasting, price elasticity analysis and predictive pricing control, combining the expertise of Pricing Expert in AI with the real-world experience of a distribution network operating in the DOM-TOM markets.

Together, they will explore how data-driven approaches and AI are reshaping pricing decisions and helping organizations move from reactive adjustments to more anticipative and structured pricing strategies.

Program

11.00 am

Introduction

11.05 am

Experts Panel Pricing

Chairwoman : Victoria Bayen, Head of Pricing, Conforama

Speakers :

Mathieu Guimber, Head of Pricing, Groupe Barbotteau

(A retail distribution network operating in the French overseas territories,

including Auchan and Jardiland.)

Ludovic Shum, Commercial Director, Booper

Why predictive intelligence is becoming a business imperative
Why traditional forecasting and pricing approaches are reaching their limits in increasingly volatile markets.
Forecasting & elasticity: how AI enhances pricing intelligence
How enriched models can improve demand forecasting and reveal actionable elasticity insights across segments, channels and markets.
From descriptive to predictive pricing management
How organizations can leverage AI and data-driven approaches to anticipate market movements while maintaining full control over pricing decisions.
Field perspective: lessons from a distribution network
Concrete feedback from a distribution network on how predictive pricing approaches and AI-driven insights can support decision-making in real operational environments.