B2C Pricing

Rich data and innovative pricing models are creating great opportunities for B2C companies. But mastering pricing means orchestrating an array of capabilities and functions. BCG develops the enablers and ways of working that unleash the power of B2C pricing.

B2C pricing isn’t a moving target—it’s many moving targets. A company needs to match the right customer with the right price while behaviors, demand, and preferences evolve. And it needs to consider how pricing contributes to, or even defines, its brand’s image. It also needs to work across silos, leverage rich sets of data, and deliver quick wins and long-term impact.

Getting all of this right requires many capabilities—often new ones. It calls for speed, precision, and a careful choreography between technical enablers, such as advanced analytics, and human expertise. By providing a unique blend of business strategy, analytics, tools, and enablement, we build a foundation for mastering B2C pricing. Our B2C pricing consultants help each company work across the organization as a team to develop innovative pricing models, seize new opportunities, and unlock the pull potential—and value—of its B2C pricing strategy.

How We Work with B2C Pricing Clients

We view B2C pricing not as a project but as a journey. Yet paths will vary, depending upon the specific goals and circumstances of any given business. That’s why we take the following industry-focused approach to designing and executing a consumer pricing strategy.

Consumer Packaged Goods


Travel, Tourism, and Airlines

Technology, Media, and Telecom


Our B2C Pricing Capabilities and Tools

We combine a deep knowledge of industry-specific pricing with technical expertise in analytics, AI, and digital and data platforms. Our B2C pricing consultants also draw upon BCG’s unique tools, resources, and methodologies to help companies create a foundation for long-term, sustainable impact.

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BCG X, BCG’s tech build and design unit, unlocks the full potential of data and AI. Its global network of world-class technologists, scientists, programmers, engineers, and designers develop customized, end-to-end solutions that weave analytics into the fabric of a company—and transform business performance.

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Pricing Catalyst by BCG

Pricing Catalyst is a suite of customizable, easy-to-use applications for pricing and revenue management. It incorporates advanced analytics to give companies fast, actionable insight into price elasticity, promotion management, and other key aspects of B2C pricing.


Subscription Pricing

Across industries, subscriptions are emerging as a compelling—and increasingly popular—pricing model. The advantages are substantial: recurring revenue, a lower barrier to entry for consumers, and ease in adding complementary or premium offerings. But for many companies, moving to this model requires transformational change. Our subscription pricing experts help develop the strategies, processes, price tiers, and add-ons that best attract and retain subscribers—and deliver maximum value to customers and companies alike.


Explore Our Insights on B2C Pricing

The Unified Theory of Strategic Pricing - Hero

The Unified Theory of Pricing

Business leaders have long wanted to make pricing simpler, more rewarding, and less frustrating. BCG’s Strategic Pricing Hexagon consolidates disparate pricing ideas into one master structure.

Meet Our B2C Pricing Consulting Experts

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