Not only can online retailers charge different prices to different consumers, they may also be able to prevent one consumer from telling others how much they were charged.

First off, is this approach likely? Yes, because it's the next logical step. The world's third-largest retailer by revenue (and second-largest by profits), Tesco, has just started using a customer's CRM history to dictate whether he or she is shown expensive or low-cost products. Orbitz is doing something very similar, by assuming that Macintosh users will spend more on hotel rooms than Windows users.

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Keywords: retail supply chain, supply chain management IT, value chain IT, supply chain systems, customer relationship management