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Cheryl Sullivan

Chief Marketing & Strategy Officer
Cheryl Sullivan is a proven retail executive with over 25 years of global experience in the Retail Industry, where she has helped retailers globally to optimally price, promote, and allocate space within their retail channels. She is currently the Chief Marketing & Strategy Officer for Revionics, where she has spent the past 5-1/2 years running Product Strategy & Marketing. Revionics leverages big data and machine-learning science to enable retailers to dynamically price and promote within their digital and brick and mortar channels. Prior to Revionics, Cheryl also held senior level positions with Oracle Retail, Nielsen, Intactix, i2, Miller Brewing, and Spectra Marketing.
  • Posted on: 05/10/2017

    Are pricing bots a boon or bane for consumers?

    The bots and their algorithms merely match products and collect the competitive price data. It is what retailers do with the data that is crucial. If you are merely using it to employ price-matching policies and igniting price wars or raising your price because the competition did, then no one will win. However, those retailers who are leveraging the competitive data along with the most advanced AI/Machine Learning price optimization technology can and do use it responsibly to create a win/win scenario -- giving shoppers the prices they view as fair and that they are willing to pay while also achieving the retailers' strategic and financial objectives. Price optimization is not a new concept and that science can and does put the shopper first. It understands the shopper's price sensitivity levels for products to set the optimal price. It won’t violate trust and raise the price just because the competition did nor will it automatically lower when any competitor drops its price. In fact, it’s smart enough to understand how competitors impact their shopper demand and who truly is a threat and who is merely noise in the market.
  • Posted on: 08/19/2016

    Have consumers accepted dynamic pricing?

    Dynamic pricing is here to stay and even the consumers are beginning to recognize it. Dynamic pricing is nothing more than high-frequency automated pricing (using machine-learning science) that comes with some guardrails to come up with the “win/win” price for both the retailer and the consumers based upon the consumers’ price sensitivity and the price they are willing pay. Done right it also takes into consideration the retailer’s competitors' price elasticity and factors in how they will respond — which doesn't mean matching the competitive price. Dynamic pricing means meeting customer expectations with regards to the optimal price when and where they want — at any point in the journey — while also meeting the retailer’s strategic and financial goals.  Yes, it’s possible. Our customers are doing it very successfully!
  • Posted on: 06/20/2016

    IRCE recap: Retailers have to be careful with dynamic pricing

    As Paula and others on this discussion point out, dynamic pricing is here to stay, albeit to varying degrees in varying industries. Paula’s caution to be aware of competitive price changes even if you choose not to respond is a good one — and using sophisticated analytics to know which competitive prices are important to your customers and which are not is very achievable with today’s technology. The concept of dynamic pricing will by nature mean different things to different retailers (and etailers) in different sectors, but one of the myths I want to explode is the idea that it entails blindly matching competitors’ price updates. Effective dynamic pricing means having a very surgical focus — responding only when and where it matters in terms of supporting your overall price image and price strategy and in meeting your business goals in terms of customer experience, revenues and margins.
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