There has been an explosion in the availability of data and computing ability in retail management that has led to a new desire on the part of managers to implement demand based management. Demand based management uses statistical models to predict consumer price response using historical information. These models can be used to construct pricing decision support systems for retail managers. Currently, many firms have begun offering software to perform price optimization. This article considers how recent advances in academic research can contribute to the implementation of these systems, and in turn consider the new questions likely to be posed by the developers and users of these new systems. Copyright © 2005 John Wiley & Sons, Ltd.