Last week, I paid $25 for three hours at an NYC parking garage. Others though paid $50 for the same amount of time.
We could say that it cost me less.
But there is much more to the story.
What the Coupon Cost Me
To get my $25 discount, I had to…
- Download the Icon Parking app. (Icon is a parking garage owner in NYC.)
- Find the link to the garage I had selected among their hundreds of locations.
- Open the link and enter my email.
Then I received an email that said this. (I added the arrow.):
You can see that I had to remember to download the email at least 30 minutes before getting my car. It would have been much easier to download when I paid. But Icon did not want to make it easy.
Our Bottom Line: Price Discrimination
An economist would say that Icon Parking was engaging in price discrimination. They were targeting a lower price to a specific segment of their market. That market segment would be willing to trade time and hassle for money. That market segment also was more price sensitive or we could say, elastic. By elastic, an economist means that the quantity demanded goes up or down by a greater proportion than the change in price.
A firm’s price discrimination typically is based on a customer’s willingness to pay. The goal is to maximize the revenue from the group that can pay more and also from those that cannot. Movie theaters have senior citizen discounts because the elderly tend to have less discretionary income while everyone else can theoretically pay full price. Educational institutions have financial aid based on need. Airlines have discovered how to identify the observable traits of a business traveler and then charge more for those characteristics.
And it need not even be entire groups. Once websites know more about online shoppers, they can individualize pricing as well as the entire shopping experience. They can treat the valued customer, the repeat customer, the new customer and the price conscious customer differently.
Returning to Icon, you can see what they had in mind. They created a time sacrifice that would cater to the consumer that was price sensitive. The result was getting my $25 as well as $50 from many other patrons.
I did want to note that today’s featured image was from the Icon Parking website.