Online prices can swing within days for major retailers
Online carts tracked at Old Navy, Target and Amazon changed over several weeks. USC Marshall professor Anthony Dukes says retailers can use shopping history, timing and device type when setting prices.
Los Angeles online shoppers may see the same cart change price more than once as retailers adjust prices based on demand, inventory, competitors and customer traits. Anthony Dukes of USC Marshall School of Business says algorithms can factor in shopping history, time of day, day of the week and whether someone is using a phone or computer.
At Old Navy, one cart changed from $143 to $225 between April 29 and May 26, a roughly 36% swing. A Target cart moved between $135.54 and $170.11 over two weeks, while an Amazon cart changed by less; Target and Old Navy allow 14 day price adjustments after purchase, while Amazon does not.