个性化网购价 你的钱包有多鼓?

Businesses are offered software that spots which customers will pay more.
能发现愿意多付钱客户的软件现可供企业使用。

IN MANY types of face-to-face retailing, it pays to size up your customer and tailor your offering accordingly. In a 2006 study of Fulton fish market in New York, Kathryn Graddy of Oxford University found that dealers regularly charged Asian buyers less than whites because the Asians had proved, over time, more willing to reject high prices, and readier to band together to boycott dealers who ripped them off.
在许多面对面的零售过程中，揣测客户需求并对其进行针对性销售往往会得到应有的回报。根据2006年牛津大学Kathryn Graddy对纽约Fulton海鲜市场的研究，跟白人相比，卖家经常以更低的价格卖给亚洲人。因为经验显示亚洲人更容易对高价产生反感，而且更愿意很快地联合起来抵制奸商。

The internet, by allowing anonymous browsing and rapid price-comparing, was supposed to mean low, and equal, prices for all. Now, however, online retailers are being offered software that helps them detect shoppers who can afford to pay more or are in a hurry to buy, so as to present pricier options to them or simply charge more for the same stuff.
具有隐身浏览和快速价格比较功能的互联网，本应代表着所有人都能享用低廉，平等的价格。然而现在，网上零售商可利用软件帮他们筛选出更有承受能力或急着埋单的消费者。对应地，零售商可推荐更昂贵的商品或直接将同样的商品标更高的价格。

Cookies stored in shoppers' web browsers may reveal where else they have been looking, giving some clues as to their income bracket and price-sensitivity. A shopper's internet address may be linked to his physical address, letting sellers offer, say, one price for Bel Air, another for Compton. Doug Bryan of iCrossing, a digital-marketing consultancy, explains that the most up-to-date “price customisation” software can collate such clues with profiles of individual shoppers that internet sellers buy from online-data-aggregation firms. All this is fairly cheap, he says.
存储在消费者浏览器内的小型文字档案（Cookie）可能透露了他们曾经逛过哪里，并提供了估算他们收入状况和价格敏感度的信息。一名消费者的网络地址可以跟所在地地址联系在一起，这让卖家给贝沙湾（Bel Air洛杉矶富人区）可标一个价，给康普顿（Compton肯塔基州穷人区）标另一个价。数字市场营销咨询公司iCrossing的Doug Bryan解释称，时下大多数"个性化价格"软件可以使用自身收集的数据对网络卖家从其他在线数据汇总企业的数据进行校验。而且他称这一切都十分便宜。

One of the few big online firms to admit to using such techniques is Orbitz, a travel website. Its software detects whether people browsing its site are using an Apple Mac or a Windows PC and, since it has found that Mac users tend to choose pricier hotels, that is what it recommends to them. Orbitz stresses that it does not charge people different rates for the same rooms, but some online firms are believed to be doing just that, for instance by charging full whack for those assumed to be willing and able to pay it, while offering promotional prices to the rest.
其中一个少数承认使用该手法的大型网络旅行社企业是Orbitz。公司使用的软件检测用户究竟是用苹果电脑还是普通电脑浏览公司网站。因为公司发现用苹果电脑的用户更倾向选择更贵的酒店，所以网站也应势推荐给他们。Orbitz强调他们绝对没有同房不同价，但是人们相信一些网上公司就是这么操作的。例如对那些有能力也愿意付全价的用户则收全价，而对其它用户打更多折扣。