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Unformatted text preview: guide shoppers to promotions on items within eyeshot or in the next aisle.
The smart carts also have the ability to cross-reference special offers with personal data.
But companies must proceed with caution when experimenting with pricing strategies, to avoid seeming too
intrusive or to discriminate unfairly against certain customers. Amazon.com learned that the hard way last ye ar,
when its move to offer some customers a deeper discount on DVDs than others erupted into a public relations
nightmare.The ideal strategy? To capture the value of the product or service for a particular customer or customer
segment. "There are opportunities to do this in a way that doesn't put the brand at risk and still get the insight," says
McKinsey's Zawada. In these profit-pinched times, the bigger risk may be doing nothing at all. Coming Soon: Toilet Paper Priced Like Airline Tickets
Wall Street Journal, September 5 , 2012
By J ULIA ANGW IN and D ANA MATTIOLI
It used to be only airfares t...
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