Inflation-fatigued shoppers are witnessing prices fluctuate across categories with unprecedented scale and frequency — a trend often seen as yet another cunning commercial scheme. Is the extra profit companies see from dynamic pricing worth the risk of alienating customers? If done well, companies shouldn’t be making that trade-off — dynamic pricing should serve the long-term interest of companies and customers alike. This can only happen under two conditions. First, it must represent a better alternative to static prices. Second, companies must view dynamic pricing as an…
