The researchers obtained human subjects research approval from their universities to conduct this study. Furthermore, the participating universities signed a data usage agreement with the participating company, compliant with the General Data Protection Regulation of the European Union. The agreement specifies the research team members who can access the data. The authors thank Evelina Forker and seminar participants at Arizona State University, Carnegie Mellon, the University of North Carolina, the University of Pennsylvania, and the University of Southern California, as well as participants at the 2020 Consortium for Operational Excellence in Retailing at Harvard Business School and the 2021 Management Accounting Section of the American Accounting Association’s Midyear Meeting for helpful comments. The authors thank Lydia Chew, Lene Furuseth, Victoria Liublinska Prince, Trang Nguyen, Christine Rivera, and Andrea Wetzler for excellent research assistance throughout the project. The authors also thank the grocery store chain company for agreeing to collaborate on this field experiment, supporting the development of this project, and providing access to data. All errors belong to the authors.