买电影票、订机票时，却发现虽然购买的是同一场次、同一航班，自己的票价却和其他人不一样？“个性化定价”时代到来了，如今不少实体店也开始试行这种定价策略。

Personalized pricing refers to offering different retail prices to different customers for the same product. 
“个性化定价”指的是针对同一件商品，为不同的顾客提供不同零售价的定价策略。

As more supermarkets experiment with "personalized pricing," the more likely it becomes that you and the shopper standing next to you will pay two different amounts for the same quart of milk. Same store, same milk, different prices. 
随着越来越多的超市试行“个性化定价”，你和身旁的购物者购买同样多的牛奶时，更有可能付款多少各异。同样的商店、同样的牛奶、却有着不同的价格。

Other, more sophisticated personal pricing programs can keep track of where you are in the store, using your smart phone's GPS feature. If you're in the oral hygene aisle, for example, the system knows that, and may give you cents off on mouthwash. 
另外，更复杂的个性化定价策略可以利用你的智能手机的定位功能，追踪到你在商店中的位置。比如你正在口腔卫生商品区，系统得知后，也许会给漱口水的定价减去几分钱。

Personalized pricing refers to the ongoing effort by brick-and-mortar retailers, supermarkets especially, to imitate what online retailers such as Amazon.com have done for years: Use customers' shopping history to make intelligent guesses about what they will want to buy next, when they'll want it, and how much they'll be willing to pay. 
如今，实体店和超市等销售商也在模仿亚马逊等网络销售商已经实行数年的个性化定价策略：利用顾客的购买历史记录，做出智能推测，来判断顾客接下来要买些什么，以及当他们需要某件商品时，愿意付多少钱。