Two customers are standing in the wine aisle of a supermarket. Both are interested in the same wine from the same winemaker, and both receive a coupon for buying the wine because they are regular customers. But Customer A still pays more at the cash point than Customer B. That is price discrimination (and price differentiation). The retailers hope to increase revenues again – finally. Camouflaged under the cover of customer loyalty cards and bonus programmes, variable pricing has been going on for a long time, but now, with the help of technology, prices are to become even more ‘personal’, more tailored to the individual, even more irresistible. Instead of coupons in the mailbox, for example, push notifications on a smartphone the minute the customer walks into the shop. Dynamic prices for mobile consumers.