A method of generating an electronic retail price model and a selected control policy, the electronic retail price model and the selected control policy for generating an electronic retail price plan for retail operations performed within an enterprise network comprising a plurality of distributed computing devices, the plurality of distributed computing devices comprising a plurality of point-of-sale devices and a plurality of enterprise servers, the plurality of distributed computing devices in network communication, the method comprising: - receiving, at a first server of a plurality of enterprise servers within the enterprise network, transaction data from the plurality of point-of-sale devices within the enterprise network, the transaction data defined as a time series including a plurality of transaction data items corresponding to one or more previous time periods, the plurality of transaction data items comprising at least one of price data, product data, and customer data; - providing, at the first server, an intelligent agent comprising: - a short-term memory storing one or more simulated system states and one or more simulated system rewards; and - a long-term memory storing a plurality of measured retail data; and - a operational control loop configured to operate according to an actual retail environment based on the measured retail data; and - a simulated control loop configured to operate in a simulated retail environment; - determining, at the first server, transformed transaction data based on the transaction data, - determining one or more features from the transformed transaction data; - determining one or more actionable features from the one or more features; - generating an electronic retail price model from the one or more actionable features; - selecting a control policy for the electronic retail price model, - wherein the electronic retail price model and the selected control policy cooperate with the intelligent agent to determine the electronic retail price plan by simulating a plurality of simulated pricing decisions to correct one or more simulated system states based on a measured state or measured reward of the operational control loop; and - wherein the intelligent agent further comprises: a decision making policy unit configured to utilise the output of the selected control policy and a retail pricing model generated by a retail pricing model unit to search and select a control action to be executed by a retailer system. - receiving, at a first server of a plurality of enterprise servers within the enterprise network, transaction data from the plurality of point-of-sale devices within the enterprise network, the transaction data defined as a time series including a plurality of transaction data items corresponding to one or more previous time periods, the plurality of transaction data items comprising at least one of price data, product data, and customer data; - providing, at the first server, an intelligent agent comprising: - a short-term memory storing one or more simulated system states and one or more simulated system rewards; and - a long-term memory storing a plurality of measured retail data; and - a operational control loop configured to operate according to an actual retail environment based on the measured retail data; and - a simulated control loop configured to operate in a simulated retail environment; - a short-term memory storing one or more simulated system states and one or more simulated system rewards; and - a long-term memory storing a plurality of measured retail data; and - a operational control loop configured to operate according to an actual retail environment based on the measured retail data; and - a simulated control loop configured to operate in a simulated retail environment; - determining, at the first server, transformed transaction data based on the transaction data, - determining one or more features from the transformed transaction data; - determining one or more actionable features from the one or more features; - generating an electronic retail price model from the one or more actionable features; - selecting a control policy for the electronic retail price model, - wherein the electronic retail price model and the selected control policy cooperate with the intelligent agent to determine the electronic retail price plan by simulating a plurality of simulated pricing decisions to correct one or more simulated system states based on a measured state or measured reward of the operational control loop; and - wherein the intelligent agent further comprises: a decision making policy unit configured to utilise the output of the selected control policy and a retail pricing model generated by a retail pricing model unit to search and select a control action to be executed by a retailer system.