A computer-implemented method, including storing information regarding a goal and/or expectation regarding in-store sales, revenues, profits, or losses, regarding a retail store, selecting or triggering an occurrence of an event which is selected or triggered by an employee of the retail store, processing in-store sales, revenue, profit, or loss, information corresponding to the retail store in connection with the goal and/or expectation with a processor in response to the occurrence of the event, identifying a good, product, or service, for which an in-store price change is recommended, determining an in-store price change for the good, product, or service, generating a message containing information regarding the in-store price change, and transmitting the message to a wireless device associated with an individual. The wireless device is inside the retail store.