Standardized price tags may soon be supplanted by personalized ones. Wealthy, high-spending shoppers will likely be courted by receiving the best prices, while the poor will be charged more for the same goods. Dystopia reportage from the New York Times:
Going to the grocery store is becoming a lot less egalitarian. At a Safeway in Denver, a 24-pack of Refreshe bottled water costs $2.71 for Jennie Sanford, a project manager. For Emily Vanek, a blogger, the price is $3.69.
The difference? The vast shopping data Safeway maintains on both women through its loyalty card program. Ms. Sanford has a history of buying Refreshe brand products, but not its bottled water, while Ms. Vanek, a Smartwater partisan, said she was unlikely to try Refreshe.
So Ms. Sanford gets the nudge to put another Refreshe product into her grocery cart, with the hope that she will keep buying it, and increase the company’s sales of bottled water. A Safeway Web site shows her the lower price, which is applied when she swipes her loyalty card at checkout.
The pricing model is expected to extend to other grocery chains — and over time could displace standardized price tags.