買電影票、訂機票時，卻發現雖然購買的是同一場次、同一航班，自己的票價卻和其他人不一樣？“個性化定價”時代到來了，如今不少實體店也開始試行這種定價策略。

Personalized pricing refers to offering different retail prices to different customers for the same product.
“個性化定價”指的是針對同一件商品，為不同的顧客提供不同零售價的定價策略。

As more supermarkets experiment with "personalized pricing," the more likely it becomes that you and the shopper standing next to you will pay two different amounts for the same quart of milk. Same store, same milk, different prices.
隨著越來越多的超市試行“個性化定價”，你和身旁的購物者購買同樣多的牛奶時，更有可能付款多少各異。同樣的商店、同樣的牛奶、卻有著不同的價格。

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 aisle, for example, the system knows that, and may give you cents off on mouthwash.
另外，更復雜的個性化定價策略可以利用你的智能手機的定位功能，追蹤到你在商店中的位置。比如你正在口腔衛生商品區，系統得知后，也許會給漱口水的定價減去幾分錢。

Personalized pricing refers to the ongoing effort by brick-and-mortar retailers, supermarkets especially, to imitate what online retailers such as Amazon.com have done for years: Use customers' shopping history to make intelligent guesses about what they will want to buy next, when they'll want it, and how much they'll be willing to pay.
如今，實體店和超市等銷售商也在模仿亞馬遜等網絡銷售商已經實行數年的個性化定價策略：利用顧客的購買歷史記錄，做出智能推測，來判斷顧客接下來要買些什么，以及當他們需要某件商品時，愿意付多少錢。

（中國日報網英語點津 yaning）