Dynamic pricing isn’t the problem, says former Asda chief

The backlash against FIFA’s dynamic pricing model for World Cup tickets has reignited concerns about retailers using technology to alter prices in real time.Yet Thomas Hill, former pricing director at Asda and now co-founder of retail technology firm HyperFinity, believes much of the debate is missing the point.The real issue, he argues, is not dynamic pricing itself but whether customers understand what is happening and whether they believe they are being treated fairly.
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