Systems, methods, and other embodiments associated with controlling inventory depletion by offering different prices to different customers are described. In one embodiment, a method includes establishing first and second allocations of fulfillment centers to different geographic regions during a markdown phase. Different price schedules are determined for the orders to be fulfilled during the markdown phase based on the first and second allocations. A predicted profit is generated for the orders fulfilled under each of the different price schedules. A price schedule corresponding to the first allocation is selected as resulting in a greater predicted profit than another one of the different price schedules. A sale terminal is controlled to enact the selected price schedule during the markdown phase to cause fulfillment of the incoming orders according to the first allocation of the fulfillment centers.