Andrew Fano, a consultant in Accenture's Chicago office, reckons that at least six of America's ten biggest web retailers are now customising prices in some way, but it is hard for shoppers to spot when this is going on. If they knew, many would feel that it is "pushing the boundaries" of fairness, notes Werner Reinartz, a University of Cologne marketing professor and consultant to two Fortune 500 companies that use customisation techniques.
埃森哲咨询公司(Accenture)芝加哥分部的顾问Andrew Fano称,美国最大的十家的网络零售商中,最少六家现在或多或少地在使用个性化价格,但消费者本身很难发现自己所在的处境。如果他们知道,很多人将感觉在试探公平原则的底线。这是由Cologne大学市场营销教授Werner Reinartz提出的,他同时也是财富500强里两家使用价格个性化技术公司的顾问。
Mr Reinartz preaches caution lest companies be dragged through an ordeal pioneered by Amazon in the autumn of 2000. Word broke that the internet giant was selling DVDs at differing prices, to see which web browsers happened to be favoured by shoppers least concerned about cost, former executives say. The resulting backlash prompted it to refund those who paid more, and Amazon now declines to discuss its pricing system.
Reinartz提醒公司要预防陷入2000年秋亚马逊为此成为先烈的经历。时任总裁称,在网上流传这家互联网巨头以不同价钱卖DVD,用来分析哪个浏览器的用户更不在意价格。引起的反弹致使公司给多付钱的客户退款,亚马逊现已拒绝对其标价系统置评。
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