Case Study 01 · The Challenge

AAH Pharmaceuticals

The UK's largest pharmaceutical wholesale supplier — 14,000 active customers, 300,000 orders a day, roughly £250M in monthly revenue.

+£50K/mo

added to the top line, realised almost instantly

£600K

annualised uplift

0

external tools — purely from their own data

The situation

Pricing at the centre stage of the business

AAH Pharmaceuticals is the UK's largest pharmaceutical wholesale supplier, serving over 14,000 active customers — from independent pharmacies to hospitals and wholesalers — and processing around 300,000 orders every day. In a low-margin industry generating roughly £250 million in revenue a month, pricing sits at the centre of the business model: every basis point of accuracy lands directly on the bottom line.

With legacy systems housing historical pricing data and methods, AAH couldn't accurately price, and couldn't optimise pricing across their customer base. This was a gap of opportunity we identified needed filling.

01

Inaccurate pricing

Legacy systems holding stale historical data led to systemic pricing errors across the customer base.

02

No optimisation

Pricing teams had no tools to optimise across customer segments in a thin-margin business.

03

Lost revenue

Errors compounded daily, eroding top-line in an industry where every basis point counts.

What Shere delivered

Better pricing from the data they already owned

  • Recovered margin lost to pricing errorsWeeded out the stale historical data sat in legacy systems that was driving day-to-day mispricing — an instant impact, generating increases in the daily top line.
  • Future-proofed the pricing engineWorked with people across the business to move away from legacy pricing systems that were choking profitability, streamlining them into new systems.
  • Gave the pricing team confidence at the deskReplaced legacy methods with data-driven, more targeted and accurate pricing solutions, so the right price reaches the right customer.
  • Delivered with zero external softwareNo external engines or software solutions — just better use of their own data.

The outcome

£50,000 a month, realised almost instantly

The monetary benefit of the work was realised almost instantly, adding an additional £50,000 to the top line each month — around £600K annualised. In a thin-margin wholesale business, every basis point of pricing accuracy goes straight to the bottom line.

The engagement with AAH is ongoing.