Economic justification of price discrimination strategies in personalized marketing of large retail chains

Abstract

The active use of digital sales channels and consumer data analytics systems by large retail chains transforms the mechanisms of pricing decision-making. It enhances the role of individualized influence on demand. In personalized marketing, price discrimination is gaining practical significance as a revenue management tool based on consumer segmentation by solvency level, consumption intensity, purchase history, and price response. This necessitates an in-depth economic analysis of the conditions for its application and an assessment of its consequences for retail chains' financial results. The purpose of the article is to substantiate the feasibility of using price discrimination in the personalized marketing system of large retail chains, taking into account the specifics of demand formation and consumer behavioral characteristics. The methodological basis of the study is general scientific and specialized methods of cognition, in particular analysis and synthesis, induction and deduction, comparative analysis, economic analysis, and statistical analysis, as well as the logical generalization and systematization of theoretical approaches to price regulation in retail trade. The results of the study indicate that the economic prerequisites for implementing price discrimination include a well-developed analytical infrastructure, access to large transactional and behavioral data sets, the ability to identify consumers in digital channels, and the use of price-sensitivity forecasting algorithms. The feasibility of applying first-degree price discrimination in the form of personalized price offers, second-degree price discrimination through loyalty programs and volume discount systems, and third-degree price discrimination by segmenting customers based on behavioral and socio-economic characteristics is substantiated. It has been established that implementing these approaches optimizes the sales structure, increasing the marginality of individual product groups and reducing income losses associated with homogeneous pricing. Conclusions. It has been proven that price discrimination in personalized marketing is economically justified when it aligns with retail chains' financial goals, adheres to transparency principles, and considers consumer behavioral responses, thereby enabling sustainable revenue growth without reducing customer trust.