Personalized pricing refers to offering different retail¹ prices to different customers for the same product. 

“个性化定价”指的是针对同一件商品，为不同的顾客提供不同零售价的定价策略。

 

As more supermarkets experiment with "personalized pricing," the more likely it becomes that you and the shopper standing² next to you will pay two different amounts for the same quart of milk. Same store, same milk, different prices. 

随着越来越多的超市试行“个性化定价”，你和身旁的购物者购买同样多的牛奶时，更有可能付款多少各异。同样的商店、同样的牛奶、却有着不同的价格。

 

Other, more sophisticated personal pricing programs can keep track of where you are in the store, using your smart phone's GPS feature. If you're in the oral hygene aisle³, for example, the system knows that, and may give you cents off on mouthwash. 

另外，更复杂的个性化定价策略可以利用你的智能手机的定位功能，追踪到你在商店中的位置。比如你正在口腔卫生商品区，系统得知后，也许会给漱口水的定价减去几分钱。