The authors thank the review team for their thoughtful feedback that greatly improved the paper. The authors thank several executives from an anonymous retail chain for the main data set; Prachi Mishra, Raghuram Rajan, and Nagpurnanand Prabhala for their help in accessing supplemental data used in the study; and Wes Hartmann, Navdeep Sahni, Anita Rao, Yanwen Wang, Sridhar Narayanan, Harikesh Nair, James Lattin, and Pulak Ghosh as well as participants at Stanford, Chicago Booth, and Rochester marketing seminars for their helpful feedback.
