Online retailers change prices so rapidly

Mark Friesen (Süddeutsche Zeitung, 06. August 2018)

Dr. Friesen gave his view on personalized pricing in an article published by Süddeutschen Zeitung, Germany’s second largest nationwide newspaper, as of August 6, 2018. For a successful implementation he recommends:

  • Full disclosure of parameters and algorithms, how personalized prices are being calculated,
  • Greatest possible transparency on collecting, mining and trading of customer data and personal information, e. g. on willingness-to-pay or purchasing history,
  • Greater application of value based and behavioral pricing principles to make price discrimination for customers more comprehensible.

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