Enhancing Hierarchical Sales Forecasting with Promotional Data: A Comparative Study Using ARIMA and Deep Neural Networks

Retailers depend on accurate sales forecasts to effectively plan operations and manage supply chains. These forecasts are needed across various levels of aggregation, making hierarchical forecasting methods essential for the retail industry. As competition intensifies, the use of promotions has become a widespread strategy, significantly impacting consumer purchasing behavior. This study seeks to improve forecast accuracy by incorporating promotional data into hierarchical forecasting models. Using a sales dataset from a major Portuguese retailer, base forecasts are generated for different hierarchical levels using ARIMA models and Multi-Layer Perceptron (MLP) neural networks. Reconciliation methods including bottom-up, top-down, and optimal reconciliation with OLS and WLS (struct) estimators are employed. The results show that MLPs outperform ARIMA models for forecast horizons longer than one day. While the addition of regressors enhances ARIMA’s accuracy, it does not yield similar improvements for MLP. MLPs present a compelling balance of simplicity and efficiency, outperforming ARIMA in flexibility while offering faster training times and lower computational demands compared to more complex deep learning models, making them highly suitable for practical retail forecasting applications.