Government and CMA to research targeting of consumers through personalised pricing
“The government and the Competition and Markets Authority (CMA) are to undertake pioneering new research into the practice of retailers targeting online shoppers and charging people different prices for the same items through personalised pricing, such as holidays, cars and household goods, it has been confirmed today (4 November 2018).
Personalised pricing involves customers spending different amounts when searching for the same products, tailored to the specific customer journey they have taken. The research will explore whether and how personalised pricing makes use of personal data points such as a consumers address, marital status, birthday and travel history.
The government-commissioned research, supported by the CMA, will explore how widespread this practice is, how businesses are applying it through different mediums like search engines, apps or comparison tools and the extent to which personalised pricing is preventing shoppers getting the best deals.”