Warc Tech Trends Snapshot: Dynamic Pricing – How Big Data is fragmenting pricing and promotional models

Brand owners varying prices for individual consumers has been made possible by the digital revolution in general and the rise of Big Data in particular.
Previously, this trend was online-only, and disrupted the travel and sports categories; but now the trend is going offline and mainstream, with big FMCG retailers leveraging loyalty card data for dynamic discount couponing. This Snapshot includes examples of brands ahead of the curve, and lists the general implications of the trend for the industry....

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