“Just because you can doesn’t mean you should” is more applicable than ever when it comes to dynamic pricing in ecommerce. Even as merchants struggle to compete in a price-conscious environment, it’s essential to use dynamic pricing wisely to deliver on shoppers’ expectations — not violate them.
Price is still what makes a retailer a favorite with online shoppers, and we all know that comparison shopping has notoriously become commonplace in store aisles, where close to one in four....