Our Retail Commercial team play a crucial role in driving the performance of our £1bn retail business by forecasting, measuring, and ensuring alignment with our broader business objectives. They produce a detailed trading P&L, providing visibility that informs decision-making at all levels of senior management and work closely with teams across the business, to translate data into actionable insights, highlighting opportunities and challenges in the market. They’re responsible for telling the story of our performance, identifying trends, and assessing the viability of key projects to support strategic growth.

Our B2B Analytics team are responsible for B2B commercial decisions and P&Ls. They analyse our B2B P&Ls and trading relationships with a range of businesses such as property developers, charities, schools, insurers and smaller independent retailers. They work to ensure we can offer these clients competitive B2B pricing and bespoke product ranges to suit their needs. They also work collaboratively alongside other internal departments such as trade, supply chain, finance and logistics to make things happen in a profitable, sustainable way, to ensure we grow our B2B business alongside the wider retail business. We have dedicated business development managers & account managers who’re constantly seeking out new business opportunities to feed the work we do in commercial.

The Acquisition Analytics team have a data driven approach to making decisions on our level of investment across a range of media and digital advertising channels driving our traffic to site, including Google, Affiliates and TV. They collaborate with our acquisition teams to combine our insights with their technical expertise in their areas to drive our wider business strategy as efficiently as possible. They’re committed to developing accurate processes for channel sales attribution by collaborating with other AOers in the commercial and data engineering teams, as well as external data scientists, to improve the accuracy of the reported return on our investments, and therefore the positive impact of our decisions. Working in the acquisition analytics team and wider commercial department is exciting as you can really make a difference to our business objectives. Everyone in the team is committed to making the right decisions by the business in their specialist areas, and whilst they work extremely hard, they also have a great social culture. Making time for out of work events including our quarterly “commercial eats the world” evening meals out, as well as plenty of sporting tournaments is super important to them!

AO’s Pricing team look after all the product prices that end up on site, as well as keeping a close eye on the wider market. The team work closely with the Trading Team of buyers to make sure any pricing changes get processed and on site as quickly as possible, and that we are competitive to the market. From an analytical side of things, they monitor price changes by AO and our competitors every day to help shape and influence AO’s pricing strategy. They work closely with the AO Tech to make system improvements, from streamlining pricing processes to ensuring price changes can happen as seamlessly as possible. In order to drive commercial value the team help to develop and monitor pricing trials, looking for opportunities to drive volume or margin, using price as the lever.

Delivery and Services make up 2 key revenue streams for AO, and we make sure we’re on track to hit our forecasts using data and analysis to understand customer behaviour and how we can use our price and proposition to influence this. We work closely with AO Logistics, to price delivery days and timeslots in line with capacity, alongside analysing customer delivery trends to understand how we can optimise our pricing strategy further, also looking after the pricing and analysis of AO’s services, including installation and recycling. We continually monitor uptake of the services, and analyse different price points and how they influence this. The wider commercial and finance teams help us forecast for our P&L and report on performance to the business.

The Project Analytics team help shape business strategy by providing valuable data insights. They support decision-making at every stage, from forecasting and modelling major projects to evaluating their impact after launch. By offering insights into our membership and consumer finance areas, they contribute to growth goals and share helpful findings with senior management. Their work on understanding customer behaviour and lifetime value helps improve the customer experience and drive long-term success. The team is also committed to building a strong data culture and encourages upskilling in Power BI and SQL, supporting continuous growth and innovation across the Commercial team.