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When we no longer have to impress the cashier – or fellow shoppers – we can buy what we like

The reason why retailers try to offer a personalized price goes back to the downward sloping demand curve highlighted in Economics 101. This fundamental concept illustrates that, for most products, some customers are willing to pay more than others. To exploit that, pricing managers employ techniques that try to discern — and charge — the exact price that each customer is willing to pay.



Client stories: Driving innovation in retail