Build the capabilities to lead pricing excellence.
The Certified Pricing Manager Retail is a focused certification program for professionals looking to strengthen their capabilities across retail and e-commerce pricing. It connects strategy with execution, helping participants translate broader pricing objectives into effective SKU-level decisions while considering elasticity, competition and business constraints.
Over two intensive days, participants gain practical knowledge and approaches to support better pricing decisions across online, offline and omnichannel environments. They leave the program with clearer priorities and an actionable roadmap for applying the learning within their organisation.
The learning journey concludes with an online exam and the opportunity to obtain the official EPP certification.
Objectives
The CPM Retail certification develops the capabilities required to navigate complex retail pricing decisions and improve commercial performance:
- Retail-Focused Curriculum: Strengthen your knowledge of pricing strategy, elasticity, promotions, markdowns, assortment and dynamic pricing.
- Practical Application: Apply retail pricing frameworks and analytics to realistic business challenges and decision-making situations.
- Expert and Peer Learning: Learn from experienced retail pricing professionals while exchanging insights with participants from other organisations.
- Actionable Retail Pricing Roadmap: Turn the program’s insights into clear priorities and practical next steps for your business.
- Professional Certification: Demonstrate your retail pricing knowledge and continued professional development through the EPP certification.
Participant Profile
The certified program is intended for professionals responsible for shaping or executing retail pricing strategies across online, offline and omnichannel environments.
It is particularly relevant for:
- Pricing, category management, revenue management and e-commerce professionals
- Heads of Pricing and senior commercial leaders responsible for pricing strategy, governance and capability development
- Pricing, category and vendor managers working with SKU-level pricing, promotions, markdowns and assortment decisions
The program is relevant across:
- Physical, online and omnichannel retailers
- E-commerce businesses and online platforms
- Retail sectors including grocery, consumer goods, luxury, fashion and other product categories
- Different retail formats and business models
A structured roadmap to pricing excellence.
Module 1: Introduction
- Acquaintance & mutual introductions
- Learning objectives & course outline
- Setting the scene: The strategic importance of pricing in retail
Module 2: Retail Pricing Strategy
- Understanding different pricing approaches:
EDLP, HiLo, Premium, Aggressive, Surgical
- Selecting the right pricing strategy based on business goals: grow, defend, keep
- Omni-channel price alignment: how to design and implement consistent pricing across channels
- Get clarity about the best pricing strategies for you own banners and categories
Module 3: Price Perception
- Behavioral pricing fundamentals: how consumers perceive price and value
- Key pricing psychology concepts: loss aversion, transaction utility, precise pricing, power of free, anchoring, asymmetric dominance, extremeness aversion, unit framing, IKEA effect, social proof, endowment effect
- Understaning the relevance of price fairness and the limitations of price discrimination
- Practical applications and examples of price perception in action
Module 4: Pricing Execution – Differentiation
- Defining category roles: Strategic, Driver, Core, Builder, Impulse
- KVI (Key Value Item) definition and logic: data-driven scoring models to identify high-impact items
- Private label pricing dynamics and their role in overall pricing strategy
- Group exercise: brainstorm KPIs to develop a scoring model for category/KVI segmentation
Module 5: Pricing Execution – Optimization
- Competitive pricing: game theory in action – how to select the relevant competitors, beat/match/approach their prices while avoiding a downward spiral race to the bottom
- Elasticity-based pricing: understanding and calculating price elasticity to inform decisions, learning different mathematical models to estimate it based on historic transactions, dealing with data scarcity
- Designing pricing architecture across the assortment from bundling to good-better-best pricing
- Group exercises: competitor scorecard KPI brainstorm + elasticity calculation example
Module 6: Pricing Execution – Tactics
- Evaluating promotional effectiveness and markdown strategies
- Estimating the ROI of promotions differenting between baseline sales and real net promo uplift
- Introducing the six promotional design levers and understanding typical pitfalls
- Applying zone pricing and price localization by region, store type, or customer segment
Module 7: Pricing Enablers
- Organization & governance: defining ownership and roles within the pricing team, understanding the pros and cons of centralized versus decentralized decision making – how to best split tasks
- Key processes and price performance monitoring systems: best-in-class dashboards and analytics to derive actions
- Introduction to dynamic pricing tools: key functional requirements, how to select the best tool, make-or-buy, success factors for the implementation
- Group exercise: map out your own organizational pricing structure
Module 8: Next Steps
- Consolidation of key learnings and individual reflection
- Definition of an action roadmap to implement pricing improvements
- Overview of the CPM Retail certification exam process
Discover more - download full program.
Earn a recognised professional certification.
Completing the CPM Retail program and exam proves your ability to master pricing concepts and apply them in real business situations. It’s a milestone that highlights your expertise, credibility, and commitment to professional growth. You’ll receive an official certificate, a recognition you can showcase in formal settings and across professional networks.
- Recognized proof of expertise
- Stronger professional credibility
- Greater career opportunities
Meet your trainers.
Dr. Fabian Uhrich
Chief Product Officer| Quicklizard
Dr. Fabian Uhrich is Chief Product Officer at Quicklizard, a leading AI-powered dynamic pricing platform for retailers and brands. Before joining Quicklizard, Fabian was a Partner and a global pricing expert at Boston Consulting Group and led Pricing & Online Marketing at Zooplus. He holds a Ph.D. in behavioral pricing from TU Munich and lectures on pricing at ETH Zurich.
Anna-Katharina Schmidt
Principal - Marketing, Sales & Pricing | Boston Consulting Group (BCG)
Anna has led over 20 international pricing projects across various industries, covering pricing strategy design, list price setting, price architecture calibration, discount and rebate optimization, pricing software vendor selection, global roll-outs, and operating model redesign. She also drove a sales excellence initiative across 9 countries, including in-depth country diagnostics, definition of sales levers, and training for local KAMs and sales teams. Additionally, she developed an international eCommerce strategy for 10 countries, focusing on market readiness, organizational design, IT infrastructure, and roll-out planning.
Tilo Neumann
Associate Director Pricing | Boston Consulting Group (BCG)
Tilo joined the Boston Consulting Group in July 2025. He has strong background analytical pricing (using data, algorithms, ML, AI) in the Retail, Consumer and Fashion space. He combines the experience of top-tier management consulting with in-position experience as the most senior pricing / revenue management leader in leading retailers. His recent project work has focused on pricing transformations using machine learning, AI, and demand prediction at retailers.
Dates & Fees
Discounts & Group Rates
Joining the CPM Retail program as a team, or with your pricing colleagues, offers additional benefits such as team alignment, reflection, and fruitful discussions. We understand that and provide group rates to facilitate your peer learning.
- €2495 full training fee
- 15 % discount on a team registration of 2
- 20 % discount on a team registration of 3 and more
- 20 % discount for our CPM Alumni
- €300 discount for EPP Prime Members
What's Included
• Access to the full two-day in-person training
• Digital course materials, practical tools and additional resources via the EPP Online Learning Platform
• Daily coffee breaks, refreshments and lunches throughout the training
• Networking dinner with participants and trainers on Day 1
• Online certification exam
• Official EPP certification upon successful completion of the exam
• Access to the EPP community and exclusive alumni benefits
EPP has secured preferential hotel rates for participants. Please visit the Venue section for booking details and instructions.
For special requests or additional information, please contact marta.amaral@pricingplatform.com.
By registering, participants agree to the applicable EPP Terms & Conditions. Please consult them for further information regarding registrations, cancellations and program changes.
Venue:
The Hoxton, Poblenou, Barcelona, Spain
Avinguda Diagonal 205, 08018 Barcelona
Located in Barcelona’s vibrant Poblenou district, the venue is well connected to the city centre by public transport and within easy reach of key business and leisure areas. The hotel offers modern meeting facilities and a lively setting with restaurants and rooftop spaces on site.
For additional venue details or logistical support, please feel free to contact marta.amaral@pricingplatform.com
