UK government to probe how online retailers target shoppers with personalised pricing | The Drum

The UK government is launching an inquiry into how online retailers use personal data to target consumers with individual prices for purchases like holidays, cars and household goods.

The Competition and Market Authority (CMA) has commissioned research to explore just how widespread the practice of targeting consumers through personalised pricing and search results is.

The probe will also examine the ways in which advertisers can use customer data and technology to enact “dynamic pricing”– including geography and marital status.

Dynamic pricing often means customers end up paying different prices for the same thing.

The competition watchdog wants to get a grip on how popular it is among brands and make sure the current system is “fair” for customers. It will also explore how personalised pricing is applied through different mediums like search engines and comparison tools.

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UK government to probe how online retailers target shoppers with personalised pricing | The Drum.