ICPEN Webinar Personalised Pricing 13 June 2017 Austrian

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. arbeiterkamme r. 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. arbeiterkamme r. 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, i. Pads, smartphones, i. Phones) - Additional search with a stationary laptop in Germany Gabriele Zgubic Austrian Chamber of Labour wien. arbeiterkamme r. 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. arbeiterkamme r. 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. arbeiterkamme r. at

ICPEN Webinar Personalised Pricing 13 June 2017 Example: Austrian Airlines Flight service Day Number of Price different prices min Price max Diff. in % Diff. in € Remark Austrian Airlines www. austrian. com Vienna-Paris-Vienna Tue, 21. 3. 2017 Thu, 23. 3. 2017 2 268, 83 348, 83 29, 8 2 308, 83 338, 83 9, 7 15 x 268, 83; 5 x 348, 83 80, 00 PC, Ipad, Smartphone 18 x 308, 83; 1 x 338, 83 30, 00 Smartphone Gabriele Zgubic Austrian Chamber of Labour wien. arbeiterkamme r. at

ICPEN Webinar Personalised Pricing 13 June 2017 Example: Opodo Flight service Day Number of different prices Price min Price max Diff. in % Diff. in € Opodo www. opodo. com Tue Vienna-Paris-Vienna 14. 3. 2017 Thu 16. 3. 2017 Sat 18. 3. 2017 Tue 21. 3. 2017 Thu 23. 3. 2017 Sat 25. 3. 2017 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. arbeiterkamme r. at

ICPEN Webinar Personalised Pricing 13 June 2017 Example: Booking. com Hotel Booking. com www. booking. com Day Tue Hamburg, Crowne Plaza Hotel 14. 3. 2017 Thu 16. 3. 2017 Sat 18. 3. 2017 Thu 23. 3. 2017 Number of different prices Price min Price max Diff. in % Diff. in € Remark 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 2 1. 395, 00 1. 405, 00 0, 7 66, 35 1 x 1. 327, 00=Smartphone 1 x 1. 395, 00=Smartphone; 10, 00 16 x 1. 405, 00 Gabriele Zgubic Austrian Chamber of Labour wien. arbeiterkamme r. at

ICPEN Webinar Personalised Pricing 13 June 2017 Example: Amazon www. amazon. at Tue, 14. 3. 2017 Number Prices Smartphone Apple i. Phone 7 15 759, 00 Thu 16. 3. 2017 Sat 18. 3. 2017 Tue 21. 3. 2017 Number Prices Number Prices 18 759, 00 17 761, 00 Thu 23. 3. 2017 Number Prices 18 761, 00 Price 18 750, 00 Sat 25. 3. 2017 Number Prices 18 761, 00 Diff. lowest/ highest price in % in € 1, 5 11, 00 Gabriele Zgubic Austrian Chamber of Labour wien. arbeiterkamme r. at

ICPEN Webinar Personalised Pricing 13 June 2017 Example: Heine heine. at/heine. de Dress, Rick Cardona, yellow/white/black, size 42 Coffetable heinehome, 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 Ö Price D 74, 90 69, 90 319, 90 299, 90 249, 90 229, 90 849, 90 799, 90 1. 599, 90 1. 499, 90 Diff. In % (Basis=D) 7, 2 6, 7 8, 7 6, 3 6, 7 Gabriele Zgubic Austrian Chamber of Labour wien. arbeiterkamme r. 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 - This type of pricing can quickly lead to far-reaching interventions in privacy and discrimination Gabriele Zgubic Austrian Chamber of Labour wien. arbeiterkamme r. 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. arbeiterkamme r. 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. arbeiterkamme r. at