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CEO and Founder of BOOPER

The BOOPER Team

Hugues Lafitte

CEO and Founder

For over 10 years, Hugues Lafitte has been supporting retailers in transforming their pricing strategies. He leads the development of an AI platform dedicated to pricing performance management, combining simulation, governance, and business expertise.

At our clients' companies, Hugues works directly with retail leadership teams on strategic issues:

  • Work with executive committees to develop the pricing transformation roadmap (maturity assessment, project prioritization).
  • Lead the development of the BOOPER MPS platform based on feedback from retailers in the field.
  • Resolve trade-offs between price competitiveness, profit margins, and price image during steering committee meetings.
  • Share the pricing maturity roadmap (Excel → business rules → hybrid AI → automation) during key retail events (Le Spot, webinars).

His articles

A product line linked to an AI engine that simulates pricing scenarios up to a target margin

Goal-Based Pricing: How AI Learns to Set the Right Price

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A price tag is singled out while a data chart remains in the shadows

"We're not selling because we're too expensive": Is that really the problem?

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A meeting with representatives from sales, marketing, finance, and management

Why Pricing Decisions Should Never Be Left to a Single Person

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A price tag frozen in ice next to a price revision chart

The price isn't set in stone: it's a variable, not a legacy

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A pricing dashboard reviewed by several teams during a committee meeting

Why do so few companies truly manage their prices, even though it's so crucial?

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Two speech bubbles: a defensive stance and a proactive stance in price communication

Justifying a Price or Explaining Its Value: Why Your Approach Makes All the Difference

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