In general, it is very hard to duplicate the success of other retailers. This difficulty is part of what we call the iceberg effect: what you see on the shelves is just a small part of what a retailer does. There are many complex processes—such as category management, pricing, and promotions—that some retailers are better at than others, and superior execution can make a huge difference to the bottom line.

Thierry Chassaing
Senior Advisor

Thierry Chassaing is the Americas head of Marketing at Boston Consulting Group and the former global leader of the firm’s Retail practice.

Since Thierry began his career with BCG in 1987, he has helped retail clients across a wide range of segments, including grocery, apparel, pharmacy, office supply, discount and dollar store, sporting goods, DIY, and more. He has focused on many critical aspects for the retail business, such as omnichannel and store format reinvention, category management, store performance improvement, and supply chain.

Thierry’s breadth of geographic experience includes work in the US, Canada, France, Spain, Italy, Belgium, the UK, Scandinavia, Eastern Europe, Asia, and Latin America.

Prior to joining BCG, Thierry worked in the nuclear industry.


  • MS, economics, École Nationale de la Statistique et de l’Administration Economique (ENSAE)
  • BA, mathematics/physics/economics, École Polytechnique