EU Competition Law and Personalized Pricing

Over the years, businesses have been trying to identify ways to segment their customer base and engage in price discrimination. The objective is to provide different prices to different consumers based on a range of factors, such as age, location, income, and other demographic characteristics, which are considered capable of revealing the reserve price of buyers. With the increasing use of digital technology, this practice has become even more accurate and sophisticated, leading to the emergence of personalized pricing. This pricing approach utilizes advanced algorithms and data analytics to approximate the exact willingness to pay of each purchaser with greater precision.