Yes, we hope so! Let’s try. The math behind it is complicated but the concept is simple. People are willing to pay different amounts for the same product. Giving some people a lower price gets them to spend more and giving other shoppers a higher price gets them to spend more. The worst thing you can do is ignore the differences and give everyone the same price. Doing that costs companies between 10% and 20% of the revenue.

Here’s a video to explain more and a rather long blog post where we go in depth.