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AI brings unique advantages to retail in terms of both personalization and operations.

Javier Anta Callersten is a core member of the Consumer and the Marketing, Sales & Pricing practices at Boston Consulting Group, and he is the European topic leader for pricing and promotions in retail.

Since joining BCG in 2011, Javier’s client work has focused primarily on the retail industry. He has worked with companies across ten different countries on category reset programs, new promotion and pricing models, category strategies, and new operating models. His engagements have covered sectors such as food and beverage, airports, DIY, and petroleum retail.

Javier has particularly deep experience in grocery and mass merchants, and he has also worked with numerous retail clients on strategy and organization projects as well as commercial effectiveness-improvement programs. In addition, he has helped a wide range of companies address issues related to category management and category performance improvement.

Prior to joining BCG, Javier was an associate partner and the retail practice leader for Iberia at Oliver Wyman. He also worked for Pricewaterhousecoopers Consulting (IBM BCS) as a consultant.

AREAS OF EXPERTISE

EDUCATION

  • MBA, IESE Business School, University of Navarra
  • BSc, engineering, Polytechnic University of Madrid

Publications and Videos

Moving from the Uniform Game to the Dynamic Game

BCG's Javier Anta Callersten discusses making sure pricing captures all the the opportunity by leveraging algorithms to forecast demand and manage transparency.

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Overcoming Retail Complexity with AI-Powered Pricing

Retailers are increasingly using AI-powered solutions and dynamic pricing models to outperform rivals that rely on traditional tools and approaches.
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Smarter Retailer Promotions for a Saturated Market

Overwhelming consumers with elaborate promotions, discounts, coupons, and loyalty rewards can weaken consumer loyalty, tarnish brand reputation, and suppress new revenue opportunities. Instead, retailers should adopt a streamlined, customer-centric approach.
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The $70 Billion Prize in Personalized Offers

There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
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A Three-Season Strategy for Fashion and Luxury Retailers

Facing a disrupted consumer environment, F&L brands need to likewise disrupt their usual approach, by planning sales strategies more than a year in advance.
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The Advanced Analytics Behind Fashion Company Markdowns

Brands and retailers have traditionally relied on rules of thumb for determining their sales programs, but today’s technology offers a better way.
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How Retailers Can Improve Promotion Effectiveness

Brick-and-mortar retailers rely heavily on promotions yet often lack a strategic approach. Implementing a four-part solution can help increase promotion margins by 2 to 5 percentage points.
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Taking the Fear Out of Retail Pricing

Smart use of pricing techniques boosts not only revenue but also store traffic, brand perception, purchase frequency, and customer loyalty. And it delivers results fast.