Why is the 1.5-liter bottle of Coca-Cola regularly on promotion, but never the 500ml bottle? Why is sparkling wine advertised at a bargain price just before Christmas, but not coffee in the summer months? And why can it be counterproductive for some products to ever offer them on promotion at all? Thomas Fiala impressively demonstrated the strategic importance of pricing for a company's success this week in his “Praxidialog” guest lecture at the Institute for Retailing and Data Science using specific practical examples. We learned a lot about pricing and sizing, the use of high-low, every-day low prices, the right timing of promotions and also about the data basis on which companies can make these decisions. Thank you very much, Thomas, for sharing your expertise with us!