It is everywhere - even shopping online you could be getting ripped off based on what they think you can afford to pay....
Personalising online prices: How deep are your pockets? | The Economist
Online retailers are being offered software that helps them detect shoppers who can afford to pay more or are in a hurry to buy, so as to present pricier options to them or simply charge more for the same stuff.
Cookies stored in shoppers’ web browsers may reveal where else they have been looking, giving some clues as to their income bracket and price-sensitivity. A shopper’s internet address may be linked to his physical address... Most up-to-date “price customisation” software can collate such clues with profiles of individual shoppers that internet sellers buy from online-data-aggregation firms.
One of the few big online firms to admit to using such techniques is Orbitz, a travel website. Its software detects whether people browsing its site are using an Apple Mac or a Windows PC and, since it has found that Mac users tend to choose pricier hotels, that is what it recommends to them. Orbitz stresses that it does not charge people different rates for the same rooms, but some online firms are believed to be doing just that, for instance by charging full whack for those assumed to be willing and able to pay it, while offering promotional prices to the rest.
One way to do this is to monitor how quickly shoppers click through towards the online seller’s payment page: those who already seem set on buying need not be tempted with a special offer.
At least six of America’s ten biggest web retailers are now customising prices in some way, but it is hard for shoppers to spot when this is going on.
Maybe the rise of price-customisation software will spawn rival apps that help customers defeat it, by disguising their trail of clicks. In the meantime, online shoppers might look at ways to avoid appearing like moneybags. Surf on a PC, not an Apple. Start by visiting a price comparison site - on arrival at a sellers site - feign interest in its cheapest stuff. Having made your choice, dawdle your way to the checkout page.


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