There is a growing academic interest in the development of machine learning (ML) models applied to price optimization. Historically, retail prices were set with exogenous reference to competitors, a base price was selected for the...
moreThere is a growing academic interest in the development of machine learning (ML) models applied to price optimization. Historically, retail prices were set with exogenous reference to competitors, a base price was selected for the promoted product, and a simple markup on cost was applied to all items in a product category. The emergence of e-commerce provided retailers with both opportunity and challenge, as they faced competitive pressures to adjust prices across thousands of products on an hourly basis. Price optimization is now being pursued using methods ranging from simple heuristics to sophisticated, machine-learned price models based on historical sales data. ML models can mine pricing-relevant relationships and patterns from transactional data generated by the ongoing management of price changes. Demand models can then simulate the impact of price adjustments on sales volume, revenue, and profit (or margin). Price models can recommend a price to be applied to the future and/or a scheduled price adjustment to capitalize on the forecasted demand change. Pre-emptive pricing models can be used to profitably preempt a new competitor or the next move from an existing competitor. Demand is affected by many different variables across a variety of time scales. Regular marketing activities are widely adopted by retailers, including regular sales promotions on specific products and regular changes in price tags. In addition, various unexpected exogenous factors, such as extreme weather conditions, holidays, and sports events, may substantially affect demand. Price movements can also affect inventory changes in the subsequent time periods. Retailers could thus benefit from accurately forecasting the impact of these multiple factors/categories on sales demand. Data-driven analytical forecasting methods have gained popularity as they can automatically discover patterns from available data. More complex applications could improve forecasting accuracy by leveraging time-evolution sales data across different stores or product categories, although they remain complicated. Moreover, transparency is lacking in traditional complex ML models, which may lead to perceptions of a "black box" as regards sales forecasts, and hence retail supply-chain executors may lack comprehension of expected demand changes after implemented decisions.