Consumers hate “dynamic pricing”.

By: Trademagazin Date: 2024. 04. 18. 13:12

In the past period, customers had to familiarize themselves with a new concept: dynamic pricing. Many consider it a simple scam, but the companies insist on it nonetheless. Prices used to seem stable, but now it is becoming increasingly difficult to track price changes.

Obfuscation and discrimination are two main directions of variable pricing. An example of obfuscation is shrinkflation, when the customer receives fewer products for the same price, or when different additional services have to be paid separately. Discrimination occurs when prices are set differently for different customers, either based on their buying habits or timing.

Dynamic pricing is considered by the vast majority of customers to be a scam or overpricing. Concerns include retailers using insights from the data to raise prices while talking about personalized offers.