The Results

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The Challenge

A Fortune 500 baby milk brand had fallen into a deep discounting spiral on its ecommerce channels, running frequent, uncoordinated promotions that eroded margins and conditioned customers to only buy on sale. With no central price strategy or tracking, profitability was shrinking, and the cycle showed no signs of stopping.

• 2M+ ecommerce orders, fragmented data

• Heavy reliance on discounts

• No centralised pricing view

• Customers conditioned to wait for sales

• Disconnected pricing decisions across teams

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The Solution

• We automated ingestion and unification of all e-commerce data via ADA’s Intelligent Commerce Data Accelerator
• We’ve built custom SKU-level price elasticity models to identify optimal pricing strategies per product
• We created live trackers and performance dashboards embedded into client workflows to monitor price changes vs targets
• Consulting-led activation to align teams, apply insights, and sustain pricing discipline for long-term ROI

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The Execution

Our AI-powered platform provides a holistic solution for managing and optimising pricing strategies, as demonstrated by our partnership with a leading baby milk brand. Here's how our system works in practice to drive profitability and end the cycle of deep discounting.

1. Data Ingestion & Centralisation

The project began by addressing the brand's core challenge: fragmented data. Our solution, the Intelligent Commerce Data Accelerator, automated the ingestion and unification of over 2 million e-commerce orders. This crucial first step brought all of the brand's dispersed data that sits across various channels and countries into a single, unified platform. This ended the disconnected decision-making across teams and established a clear, central view of all pricing and sales activities.

2. AI Analysis & Predictive Modelling

With the data consolidated, our AI engine went to work. We built custom SKU-level price elasticity models to analyse the historical data on product demand and customer behaviour. This allowed us to understand exactly how price changes would affect sales volume for each product. By identifying the optimal pricing strategy for every SKU, we provided the brand with predictive insights, moving them away from an intuition-based, reactionary approach to a data-driven one.

3. Real-Time Action & Sustained Discipline

The final step was translating these insights into sustained business impact. We created live trackers and performance dashboards that were integrated directly into the client’s daily workflows. These dashboards enabled the brand to monitor price changes against targeted outcomes in real time. Through a consulting-led activation process, we ensured teams were aligned on the new strategy and maintained pricing discipline.

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