Grocers create relevant coupons for individual customers.
Supermarkets like Safeway and Kroger in the U.S. are giving customers variable prices based on their shopping habits. For example, the same packet of pasta might be cheaper for a shopper with a family who likes to buy in bulk, compared to someone else who isn’t so price-conscious.
Currently, these customized prices are only in the form of personalized offers and online shopping, but has the potential in the future where store prices are adjusted accordingly depending on the demographic of the shopper. Michael R. Minasi, President of Marketing at Safeway, dismissed privacy concerns over customized prices by stating, “If our consumer information is right, personalization is really a consumer desire right now, not so much a consumer fear.”