Consumers Hate ‘Price Discrimination,’ but They Sure Love a Discount
Zohar Gilad runs Fast Simon, a company that helps retailers optimize their websites. Instead of offering different prices, they might display higher-end items for customers with a free-spending buying history, and clearance items for bargain hunters. Targeted coupons for hesitant browsers also create a personalized price by another name, creating a sale that might not have happened.“Say if you search for something and you didn’t buy it, you may get an email saying: ‘Hey, you have great taste. We saw you looking for black boots. Here’s a 20 percent coupon,’” Mr. Gilad said. “I think that personalization, done correctly, can…
