Customized Pricing: Fully Capture Customer Value

Published on January 19, 2023

Nowadays we can buy our lunch via online ordering and pick it up from the takeaway counter. This fast, casual digital touch point in the customer journey not only provides the customer with quick service. Ordering platforms create an excellent opportunity for customized pricing.

Order a sandwich online at US salad chain Salata, and you will be provided with 28 cross- and upsell options to customize your salad or purchase additional food and drinks. Options how you can customize your offering can for example be extra sauce, additional ingredients, increased order size, or sides and drinks. Food chains, like Salata, are increasingly providing customers options to customize their offering during the ordering experience. By doing this, they apply what we call a customized pricing strategy.

Customized pricing has been used in different forms for years. From airlines that upsell a business class seat, to customization of your brand new car. The foundational concept is…

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