Pricing for Expansion, Localization & Bankruptcy: Lessons from Three Retail Models with Seth Nieman

In this episode of Pricing Heroes, we speak with Seth Nieman, former Vice President of Pricing Strategy & Transformation at Rite Aid, and former pricing and merchandising leader at Wakefern Food Corp and Lidl US. Seth shares his journey from helping launch Lidl’s U.S. pricing strategy to leading Rite Aid’s pricing transformation during its emergence from bankruptcy. He explains how pricing can serve as the conscience of the organization, and what it takes to build scalable architecture, align cross-functional teams, and drive pricing decisions under pressure.

Key Topics:

• Developing Lidl’s U.S. assortment and pricing from the ground up
• Launching Bowl & Basket and Paperbird at Wakefern, and using pricing to scale private-label growth
• Designing a KVI- and promotional role–based pricing architecture to improve CPI and RPI scores
• Implementing localized pricing zones across 60+ ShopRite stores, accounting for customer, competitor, and ownership differences
• Leading Rite Aid’s pricing reset post-bankruptcy: reassessing optimization logic, category roles, and competitive intelligence
• Why pricing must balance art and science—and how to communicate pricing decisions across functions
• Trends in ESLs, dynamic pricing, and why personalization should come with transparency and trust

Recommended Resources:

• Trade journals: Drug Store News, Progressive Grocer, Supermarket News
• NRF Big Show
• Business journals: The Wall Street Journal

Connect with Seth Nieman on LinkedIn.

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