Insights from Austrian Chamber of Labour Study on Personalised Online Pricing
Discover findings from the Austrian Chamber of Labour's study on personalised online pricing conducted in March 2017, analyzing the impact of user, device, location, and time on pricing strategies. Explore how prices for travel services fluctuated rapidly, revealing an intransparent price policy and varying prices within the same online shops. Dive into specific examples from Austrian Airlines and Opodo to understand the complexities of personalised pricing in the digital realm.
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ICPEN Webinar Personalised Pricing 13 June 2017 Austrian Survey Online Pricing Austrian Chamber of Labour Department of Consumer Policy Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Findings about online pricing policy depending on user/device/location and time Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 - Conducted in March 2017 - Two weeks - At the same time - 33 prices of different online shops same products, services - More than 20 technical devices (PCs, laptops, iPads, smartphones, iPhones) - Additional search with a stationary laptop in Germany Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 7 webshops Traders, airlines, onlinebooking platforms 3-9 products/services per webshop Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Results - Particularly prices for travel services changed several times (some within 5 minutes or depending on device) - Intransparent price policy - No pattern eg IPhone or IPad maybe shopping/surfing history? - Different prices A/G in one onlineshop Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Example: Austrian Airlines Number of different prices Price min Price max Diff. in Diff. in % Remark Flight service Austrian Airlines www.austrian.com Day Tue, 21.3.2017 Thu, 23.3.2017 15x268,83; 5x348,83 PC, Ipad, Smartphone 18x308,83; 1x338,83 Smartphone Vienna-Paris-Vienna 2 268,83 348,83 29,8 80,00 2 308,83 338,83 9,7 30,00 Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Example: Opodo Number of different prices Price max Price min Diff. in % Diff. in Flight service Opodo www.opodo.com Day Tue 14.3.2017 Thu 16.3.2017 Sat 18.3.2017 Tue 21.3.2017 Thu 23.3.2017 Sat 25.3.2017 Vienna-Paris-Vienna 5 196,99 214,98 9,1 17,99 3 196,99 250,93 27,4 53,94 6 196,99 275,75 40,0 78,76 6 218,99 275,75 25,9 56,76 8 223,20 251,24 12,6 28,04 8 212,92 249,98 17,4 37,06 Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Example: Booking.com Hotel Booking.com www.booking.com Number of different prices Price min Price max Diff. in % Diff. in Remark Day Tue 14.3.2017 Thu 16.3.2017 Sat 18.3.2017 Thu 23.3.2017 Hamburg, Crowne Plaza Hotel 3 1.188,65 1.190,45 0,2 1,80 4 1.188,65 1.210,25 1,8 21,60 3 1.260,65 1.327,00 5,3 66,35 1x1.327,00=Smartphone 1x1.395,00=Smartphone ; 16x1.405,00 2 1.395,00 1.405,00 0,7 10,00 Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Example: Amazon Diff. lowest/ highest price Tue, 14.3.2017 Thu 16.3.2017 Sat 18.3.2017 Tue 21.3.2017 Thu 23.3.2017 Sat 25.3.2017 Amazon www.amazon.at Number Prices Number Prices Number Prices Numbe r Prices Number Prices Number Prices Price Price Price Price Price Price in % in Smartphone Apple iPhone 7 15 759,00 18 759,00 17 761,00 18 761,00 18 750,00 18 761,00 1,5 11,00 Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Example: Heine Diff. In % (Basis=D) Price 74,90 319,90 249,90 849,90 1.599,90 1.499,90 Heine heine.at/heine.de Dress, Rick Cardona, yellow/white/black, size 42 Coffetableheinehome, white/natur, size 45,5/82/82 cm Bureau, white, size: 87,5/39/32 cm Bed heine home, white, size: 112/168/211 cm Cupboard heine home, creme, size 205/129/66 cm Price D 69,90 299,90 229,90 799,90 7,2 6,7 8,7 6,3 6,7 Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Conclusions - Price comparisons are becoming increasingly difficult for consumers, while pricing strategies of companies are more intransparent - It is increasingly difficult for the individual to find a fair market price and to make an informed and economically favorable decision - interventions in privacy and discrimination This type of pricing can quickly lead to far-reaching Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Conclusions - There is a need for regulation for price differentiation policy for online purchases at EU level Companies should be obliged to disclose their pricing policy, in particular whether personal data, surfing and shopping behavior, geographic location or type of device have an influence on pricing A prohibition of the use of certain features such as type of the device should be considered In terms of dynamic pricing, prices should only be changed once a day - - - Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
ICPEN Webinar Personalised Pricing 13 June 2017 Thank you for your attention! Complete survey in German: https://media.arbeiterkammer.at/wien/PDF/Preisdifferenzierung_i m_Online-Handel_2017.pdf Gabriele Zgubic Head of Department Consumer Policy gabriele.zgubic@akwien.at Gabriele Zgubic Austrian Chamber of Labour wien.arbeiterkammer.at
