“Dynamic pricing,” where prices of goods and services change as the market changes, has gotten a bad rap recently. But Wharton professor John Zhang says, done in the right way and at the right time, dynamic pricing can benefit buyers and sellers alike. “Consumer willingness to pay does change over time,” giving sellers “an incentive to make sure that when you’re willing to pay a high price, I’m going to charge you a high price,” he said. And for the buyer, having low prices at times of low demand can make it possible for those who otherwise couldn’t afford the regular price to get the good or service as a bargain. Zhang suggests that the real issue with dynamic pricing is when it’s used and how it’s explained to the consumer. Say it’s an opportunity to raise prices, and customers will balk; but call it a variable discount and “everyone gets a trophy.” |