Case Study: Wiggle achieves 50% reduction in pricing effort and a 360° market view with Competera Pricing Platform

Wiggle reduced pricing effort by 50% and got a 360 view of the market across five pricing zones

Wiggle, the UK-based online sports retailer (WiggleCRC Group), was struggling with slow, partly manual repricing across five pricing zones, limited competitive coverage, and low transparency into how prices were set. To automate complex rules for over half a million SKUs and gain coherent, auditable pricing logic, they engaged Competera and its Competera Pricing Platform for competition- and AI-driven price optimization.

Competera delivered a tailored pricing platform with market- and demand-based tools, a decision-tree view for every SKU, a custom currency converter and rapid integration, enabling automated repricing across five zones and multiple currencies. The outcome: repricing effort/time was reduced by 50%, Wiggle gained a 360° market view, SKU-match rates doubled with a >99% match-quality rate, storefront integration was completed, and 80 pricing, merchandiser and buyer users now access transparent pricing decisions — all achieved in about two months.

Wiggle

David Elder

Group Head of International and Pricing