After the "price optimisation" hype of 10 years ago, one can only see that most retailers have not invested in the price solutions proposed by the different software vendors, although their operations became significantly more complex and their respective market much more competitive. Contrary to companies operating in other mass market, B2C service based sectors such as air transport, hotels, retail banking or telecom, our experience shows that only few companies have developed and implemented integrated pricing and revenue management processes and dedicated tools aimed at best piloting their performance and achieve their goals...