About this episode
The episode explores dynamic pricing and its impact on consumer perceptions and industry practices.
Everyone wants to get the best price they can when they buy, whether that’s a product, a service or an experience. But the ‘best price’ can look different for different people, and at different times. Surge pricing, tiered prices, off-peak discounts, time-of-use pricing- technology has enabled more industries to employ dynamic pricing to get the best prices for their products by altering them depending on a range of sophisticated considerations. But this has made pricing less predictable and left customers feeling like the prices are often stacked against them; most notably after the Oasis reunion tour ticket sales in 2024. Is dynamic pricing really as bad as we all think? Evan and guests look at the psychology behind consumer perceptions of dynamic pricing, and ask how different industries can utilise the pricing model to benefit themselves and their customers. Guests: Richard Howle, founder of RH Insights Zoisa North-Bond, CEO of Octopus Energy for Business Marco Bertini, Professor of Marketing at Esade Business School Production team: Presenter: Evan Davis Producer: Mhairi MacKenzie Production Co-ordinator: Katie Morrison Sound engineers: Daniel Fox and Steve Greenwood Editor…
People in this episode
Host: Evan Davis
Guests: Richard Howle, Zoisa North-Bond, Marco Bertini
Topics covered
- dynamic pricing
- consumer psychology
- pricing models
- technology in pricing
- market strategies
- customer perceptions
Keywords
- dynamic pricing
- consumer behavior
- surge pricing
- tiered pricing
- off-peak discounts
- time-of-use pricing
- market dynamics
Mentioned in this episode
Organizations: RH Insights, Octopus Energy for Business, Esade Business School, The Open University
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