Why Retail Must Engage in the FTC’s Personalized Pricing Debate

You know the stories. They start with, “when I was a kid.” I have one of those stories. 

When I was a kid (see?), every week my dad would sit down at the kitchen table with the sales ads for the various stores in town to compare prices. We’d get in the car and travel from store to store picking up groceries, back to school supplies, and household items. While I whined about when we’d be done so we could get ice cream, he’d say, “it will take as long as it takes because we aren’t made of money, and we have to shop around for the best deals.” 

It stuck. Today, I am just as much of a bargain shopper as my dad was, but thanks to investments by retailers, I do not have to travel from place to place checking inventory. With a click of button, I can easily see what’s in stock, how much it costs, and where to buy it. From the loyalty programs that offer deals on my favorite Greek yogurt, to the points I earn on new lipstick or shoes, today’s technology makes it easier and faster.   

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