---
title: Switzerland’s Largest Retailer Has Launched ‘Personalized Pricing’
description: Switzerland's largest retailer has launched 'personalized discounts' where each customer will receive different discounts based on their willingness-to-pay.
---

[PriceBeam Blog | Pricing Strategy & Profit Maximization Insights](https://blog.pricebeam.com)

# [Switzerland’s Largest Retailer Has Launched ‘Personalized Pricing’](https://blog.pricebeam.com/switzerlands-largest-retailer-has-launched-personalized-pricing)

 Written by [PriceBeam](https://blog.pricebeam.com/author/pricebeam) | February 10, 2017

Migros, the largest supermarket chain in Switzerland, has launched a new campaign where they offer personalized discounts based on [willingness-to-pay](https://blog.pricebeam.com/understanding-willingness-to-pay-and-its-importance-to-your-business) data from customer reward cards. By using this data, the retailer can avoid granting discounts to customers who would have paid the full price and at the same time encourage price-sensitive buyers to purchase products they normally wouldn’t have. 

The initiative is being advertised as “personalized discount” and as such you’re not being penalized for having a high willingness-to-pay; you’re just not receiving the same reward as those more [price-sensitive customers](https://blog.pricebeam.com/moral-hazard-in-pricing-do-you-know-your-customers-price-sensitivity). Of course, the bottom line is the same and the retailer is now being accused of engaging in price discrimination.

You can read more about using willingness-to-pay for pricing [here](https://blog.pricebeam.com/understanding-willingness-to-pay-and-its-importance-to-your-business).

[View full post](https://blog.pricebeam.com/switzerlands-largest-retailer-has-launched-personalized-pricing)

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