This will be easier in certain industries, such as travel, where consumers are already used to the idea of shifting prices. May. It will not be long before travel Web sites begin using the customer data they already have to tailor price. In the meantime, companies will continue to experiment, finding the best use for each pricing tool. Consider yield management, which is already indispensable for companies selling perishable goods, such as airlines and hotels. One idea is to extend the concept to manufacturing, whereby to ensure that factories run at full capacity, companies would sell their extra capacity at reduced prices.
Auctions are another area for experimentation.
We are getting our feet wet. The evidence suggests that after several years of declines, prices are creeping back up. This does not mean that companies selling online can now rest easy. Online pricing is still a young science. Companies need to develop a clearer understanding of the tools at their disposal and begin to integrate online pricing into corporate pricing strategies.