Or consider what has taken place at one North American food and beverage retailer. Not only does the company sell 30,000 individual items, but prices vary by location and market condition. And costs can change as often as four times per year. As a result, the retailer makes up to 120,000 price changes annually. The company, therefore, saw an opportunity to centralize its highly complex, high-data-volume pricing decisions. Using inexpensive tools and a team of only 11, the retailer was able to increase pricing accuracy and responsiveness and to deliver tens of millions of dollars in incremental sales and profit.