Gereon is a partner in McKinsey’s Zurich office and coleads our retail assortment and pricing work. He specializes in driving growth and commercial excellence for retailers globally, combining expertise in category management, pricing, promotions, and advanced analytics with emerging gen AI technologies. His work focuses on building scalable analytics capabilities, redesigning commercial operating models, and embedding data-driven decision-making across retail organizations.
Examples of Gereon’s recent client experience include:
Advanced analytics and gen AI transformations
- leading the analytics transformation for a global retailer, including implementation of over ten use cases (e.g., assortment optimization, markdown automation) powered by machine learning and gen AI tools for an overall impact of over €400 million
- spearheading a commercial advanced analytics transformation at a South African retailer, redesigning pricing and promotion processes with predictive models and LLM-enabled demand forecasting
- transforming category management organizations for retailers in Iberia and Türkiye by deploying AI-driven space planning algorithms and dynamic assortment frameworks for a sales impact of 5 to 10 percent
Commercial excellence
- designing and implementing pricing strategies for a global sporting goods player, achieving margin improvements of two to three percentage points
- developing assortment and private-label strategies for a German nonfood retailer
- leading pricing, markdown, and promotion overhauls for a global apparel retailer
Strategy, organization, and M&A
- guiding a merger synergy analysis between two European retailers, identifying over €200 million in commercial and operational opportunities
- directing the design and rollout of a new operating model for support functions across the Americas as part of a global consumer company transformation
- identifying cross-functional cost opportunities for a European retailer for an SG&A reduction of 10 percent