Believing in Analytics: Managers' Adherence to Price Recommendations from a DSS

Abstract

Problem definition: We study the adherence to the recommendations of a decision support system (DSS) for clearance markdowns at Zara, the Spanish fast fashion retailer. Our focus is on behavioral drivers of the decision to deviate from the recommendation, and the magnitude of the deviation when it occurs. Academic/practical relevance: A major obstacle in the implementation of prescriptive analytics is users’ lack of trust in the tool, which leads to status quo bias. Understanding the behavioral aspects of managers’ usage of these tools, as well as the specific biases that affect managers in revenue management contexts, is paramount for a successful rollout. Methodology: We use data collected by Zara during seven clearance sales campaigns to analyze the drivers of managers’ adherence to the DSS. Results: Adherence to the DSS’s recommendations was higher, and deviations were smaller, when the products were predicted to run out before the end of the campaign, consistent with the fact that inventory and sales were more salient to managers than revenue. When there was a higher number of prices to set, managers of Zara’s own stores were more likely to deviate from the DSS’s recommendations, whereas franchise managers did the opposite and showed a weak tendency to adhere more often instead. Two interventions aimed at shifting salience from inventory and sales to revenue helped increase adherence and overall revenue. Managerial implications: Our findings provide insights on how to increase voluntary adherence that can be used in any context in which a company wants an analytical tool to be adopted organically by its users. We also shed light on two common biases that can affect managers in a revenue management context, namely salience of inventory and sales, and cognitive workload. Supplemental Material: The e-companion is available at https://doi.org/10.1287/msom.2022.1166 .