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Pricing Heroes: The Retail Pricing Podcast for Practitioners & ExecutivesAuthor: Aaron Thomasson
Pricing Heroes: The Best Retail Pricing Podcast for Practitioners and Executives Your go-to pricing podcast for transforming strategy, boosting margins, and leading with confidence.Pricing Heroes is the leading retail pricing podcast for pricing practitioners and retail executives focused on building smarter strategies, protecting margins, and earning customer trust. Each month, we feature exclusive interviews, case studies, and practical insights to help you implement the most effective pricing strategies for todays retail environment.Whether you're managing promotional calendars, navigating price perception, or scaling AI-powered pricing systems, Pricing Heroes offers the expert guidance and real-world perspective you need to lead with confidence. Each episode includes:- Expert Interviews: Candid conversations with top pricing professionals and retail innovators- Case Study Analysis: Behind-the-scenes strategy breakdowns from across the industry- Actionable Takeaways: Practical insights you can apply immediately in your organizationWe explore the full landscape of pricing in retail spanning e-commerce and in-store, global brands and regional players, and categories from fashion and grocery to electronics and beyond. Topics include:- Innovative pricing technologies and emerging trends, like AI-powered pricing platforms- Data-driven consumer behavior analysis- Strategic solutions to complex pricing challenges- Tactics to boost profit margins and market share- Pricing topics making headline news- Building and transforming pricing functionsJoin a growing community of pricing professionals and industry leaders who tune into Pricing Heroes the trusted pricing podcast for anyone shaping the future of retail strategy. New episodes drop the last week of every month. Listen on Spotify, Apple Podcasts, Google Podcasts, or your favorite platform.Sponsored by Competera the leading pricing platform empowering retailers with AI-driven, customer-centric pricing solutions that max Language: en-us Genres: Business, Careers, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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From Brand Positioning to Shelf Price: How to Build Consumer-Centric Pricing Strategies with Caroline Cookson
Episode 28
Wednesday, 19 November, 2025
In this episode of Pricing Heroes, we speak with Caroline Cookson, Founder of Cookson Partners and former Global Strategy and Analytics Leader at Brown-Forman. With more than 15 years of experience in finance, brand strategy, and commercial leadership, Caroline has helped shape pricing strategies for world-class spirits brands including Jack Daniel’s, Glendronach, and Gin Mare. Caroline shares how pricing can connect brand positioning, consumer psychology, and retail execution — and why fairness, transparency, and values-led decision-making are becoming the new foundation of effective pricing leadership.Key Topics:How pricing bridges finance, brand identity, and consumer perceptionWorking “from shelf price backwards” when retailers control the final priceBuilding global frameworks that balance guardrails with local flexibilityHow values-led brands can price confidently and maintain integrityMoving beyond cost-plus: creating structure and discipline around discountingWhen smaller businesses should invest in pricing talent, data, and toolsThe ethics of AI pricing and how transparency builds consumer trustRecommended Resources:Predictably Irrational by Dan ArielyWorks of Rory Sutherland and Mark RitsonConnect with Caroline Cookson on LinkedIn. Get in touch with us----------Get your free copy of Get Ready for the Future Of Pricing with our A-Z Guide.For more information about AI pricing solutions, check out our Corporate sponsor Competera.ai.
