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The future of shopping: pricing gets personal

Big Data means retailers can figure out exactly what you’re willing to pay—and they’re starting to charge it

By James Plunkett   January 2018

In future, pricing will be personalised to our shopping habits. Photo: PA

Imagine strolling with a neighbour to the corner shop, only to be charged 50p more than her for buying the same box of cornflakes. You’d better get used to that feeling of unfairness because “price discrimination” could be a big part of the future of retail. In fact, it’s already here. On some websites, online prices now bounce up and down in ways that are specific to you—depending on what you’ve bought before, what you paid for…

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