Managing Director & Senior Partner
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. He is also the London leader of BCG’s GAMMA team, which helps clients create competitive advantage by optimizing their big data and analytics capabilities.
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.
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.
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.
Brands and retailers have traditionally relied on rules of thumb for determining their sales programs, but today’s technology offers a better way.
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.