Case Study: Wilbur-Ellis achieves 2% margin uplift and real-time AI pricing with PROS Gen IV

Wilbur-Ellis Unlocks New Capabilities by Expanding to PROS Gen IV AI

Wilbur-Ellis, a $3.5B distributor of agricultural products, animal nutrition and specialty chemicals with 3,400 employees, needed faster, more accurate pricing in a fast-moving market. Manual, spreadsheet-based and cost-plus pricing slowed decision-making, caused errors and margin leakage, created sales bottlenecks, and prevented centralized oversight and scalable pricing strategies.

Starting with segmentation-based price optimization in 2020 and expanding to PROS Gen IV AI in 2023, Wilbur-Ellis adopted neural-network optimization, elasticity modeling and explainable AI to deliver real-time, AI-driven price guidance across 6,000+ SKUs. The solution produced rapid ROI—over 2% margin uplift with payback in under a year—cut pricing lead times from 48 hours to instantaneous, leveraged 100% of pricing attributes for accurate willingness-to-pay predictions, aligned teams, and went live in six weeks under budget.

Wilbur-Ellis

Frank Moore

Division Pricing Manager