B2B and B2C Brands that used AI Pricing and their Outcome

Businesses searching for practical examples of whether AI pricing promises healthy ROI should consider these a few brands that used AI pricing solutions and achieved remarkable results. In this blog, we will discuss the brands Symson worked with to help improve their pricing processes.

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When it comes to pricing, your pricing teams could face common challenges —from being unable to make decisions based on data to not considering the customer’s willingness to pay. Similarly, we’ll discuss the challenges that companies faced before using Symson.

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5 Companies that use AI Pricing with Successful Outcome

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AI pricing is not limited to B2C. When choosing an AI pricing solution, you must consider the one that enables price optimisation for B2C and B2B businesses. Another feature to look for is explainable AI so you can understand the logic behind every suggestion. We’ll share how enterprises like Pipeline Medical, Sunweb, INDI, Redcoach and IGM combated challenges and achieved growth using AI pricing.

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1. Pipeline Medical: MedTech

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Pipeline Medical struggled to implement smart segmented pricing for specific brands and product groups. This meant missing out on opportunities to increase margins. Growing competition made it difficult to maintain profitability and sustain growth. Meanwhile, decisions were often based on historical assumptions instead of real-time data insights.

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Price list management was also inefficient. Additionally, they lacked insight into each customer's willingness to pay, leading to untapped revenue potential and lost margins.

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The Results of Using AI Pricing for Pipeline Medical

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With SYMSON, Pipeline Medical achieved tailored pricing strategies that increased margins and optimised profitability across key product groups. Real-time insights allowed smarter adjustments that helped remain competitive. Symson’s automated price management reduced errors and shot up efficiency. Additionally, the company unlocked new revenue opportunities by better understanding customers' willingness to pay, leading to higher customer-specific margins.

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2. RedCoach: Luxury Bus Services

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RedCoach struggled with several pricing challenges in the competitive bus transportation industry. Managing 300 buses across multiple routes, they found it difficult to gather competitor pricing data due to complex booking paths and visual seat maps that used non-text indicators.

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Without clear market insights or the ability to align pricing with bus availability, their strategy lacked flexibility, leading to missed opportunities for revenue growth and margin optimization.

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The Results of Using AI Pricing for RedCoach

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Since implementing Symson’s AI pricing solution, RedCoach has seen healthier improvements. The brand now has a clear understanding of competitor pricing, increased bus occupancy, and profit margins. Real-time insights into availability and demand, they’ve been able to strategically focus on high-demand routes, reduce manual work, and enhance profitability, maintaining their competitive edge in the industry.

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3. IGM: Retail

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IGM, like most retail companies, faced major challenges managing prices for over 10,000 SKUs across five companies and multiple sales channels—online and offline. Manual pricing using old-school Excel slowed them down. Also, price wars and inconsistent strategies ate into their margins.

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On top of this, they struggled with balancing stock levels, handling customer-specific pricing lists, and running profitable promotions. To stay competitive and grow, IGM needed a smarter, more efficient solution.

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The Results of Using AI Pricing for IGM

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IGM boosted margins by 11%, streamlined pricing management, and saved time across their operations. They could reduce guesswork with AI-powered recommendations. IGM could then optimise customer-specific pricing lists and create a consistent strategy across their 140 stores, five franchise brands, and eCommerce sites. With Symson, IGM transformed their pricing approach to being competitive and profitable.

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4. Sunweb: Travel Industry

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From rising costs to managing millions of daily price points across flights, hotels, and packages, Sunweb faced multiple pricing issues. Manual processes slowed them down, making it hard to react to market changes or optimise margins effectively.

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Without insights into customer behaviour or the ability to test pricing strategies, they struggled to stay competitive. Even with an internal demand forecasting algorithm, their existing tools couldn’t fully utilize AI to improve pricing decisions.

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The Results of Using AI Pricing for Sunweb

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Sunweb improved margins by 1%—a huge gain for a company nearing €1 billion in revenue. They moved from a slow, manual pricing process to a modern, efficient system that keeps them competitive and adaptable. Symson turned pricing into a strategic advantage, helping Sunweb achieve sustainable growth in a fast-changing market.

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5. INDI: Wholesale Industry

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INDI had a complex pricing structure. With 40+ price lists for 450,000 products, manual updates consumed excessive time and resources, leaving little room for strategic work. The brand struggled to optimise margins for specific customer groups and lacked the tools to refine pricing strategies per product or customer.

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Uncertainty around price drivers and balancing competitive B2B pricing added further complexity, making it difficult for INDI to stay profitable in such a competitive market.

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The Results of Using AI Pricing for INDI

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By automating pricing processes, Symson reduced manual effort by 60%, allowing the team to focus on strategic initiatives. Tailored algorithms enabled smarter, data-driven price optimisation for INDI. It improved margins and shot up pricing accuracy across all 450,000 products. The centralised pricing knowledge within Symson’s platform brought consistency and ease of access, streamlining operations and empowering the team to make more informed decisions.

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These changes had a noticeable impact. INDI achieved margin improvements, smoother operations, and more consistent pricing. With Symson, INDI is now better positioned to navigate the competitive B2B market, using pricing as a tool to support strategic goals and deliver value efficiently.

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In this blog, we have named a few brands for your utmost clarity. There are multiple brands that Symson worked with and helped them navigate their pricing process profitably. You can check all our customer stories and how they achieved results with AI pricing. At Symson, we practice bringing together ML’s algorithmic power and human judgement to help you become Hyperleaning^TM organisations.

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