
Beyond the SKU: Why Retail Pricing Must Be Rebuilt for the Age of Consumer Missions
Retail pricing must evolve beyond SKU logic to help customers complete missions while turning AI into governed commercial advantage.
About
Dr. Fabian Uhrich is Quicklizard’s Chief Product Officer with extensive experience in pricing, product strategy, and commercial growth across B2B, B2B2C, and B2C environments. He leads the company’s product strategy and is responsible for ensuring Quicklizard delivers maximum pricing value to its clients, drawing on his experience as a Partner and global pricing expert at Boston Consulting Group (BCG), and his doctorate in behavioral pricing from TU Munich.

Retail pricing must evolve beyond SKU logic to help customers complete missions while turning AI into governed commercial advantage.

As AI becomes retail’s baseline, the winners in 2026 will be those who replace competitor noise with decision intelligence through high-fidelity pricing and scalable specialist logic that protects brand authority while compounding margin and velocity.

Post-holiday inventory is retail’s clearest readout: it exposes what demand really was once promo noise fades, and why 2026 success depends on linking pricing and supply planning into one feedback loop.
The future of online shopping just arrived inside a chat window.
With PayPal’s integration into ChatGPT, users can now discover, evaluate, and purchase products all in one conversation. The new “Buy with PayPal” feature transforms ChatGPT from a tool for answers into a fully-fledged commerce platform.

Discover the 5 essential capabilities your next dynamic pricing platform must have to drive profit, growth, and agility at scale.

The recent implementation of extensive tariffs by the United States has introduced significant challenges for retailers and brands, requiring swift and strategic responses to mitigate financial impacts.

Pricing Friends’ host, Sebastian Voigt, speaks to Fabian Uhrich, CPO at Quicklizard, about the future of pricing software.

Understanding the Importance of Price Elasticity in Retail