As people become more wary of dynamic pricing, many businesses are developing transparent systems that engage the customer in the process.

With fewer people going to sporting events in the US, how is software company Qcue helping some of the world's biggest leisure venues sell every ticket and fill every seat? Simple: pricing algorithms that change like the weather, literally.

US supermarkets are encouraging shoppers to spend more by giving different customers different prices, the New York Times reports. The supermarkets use methods such as loyalty card data to tailor their prices to each customer.

The retailer is trialling in-store electronic shelf labels, allowing individual stores to fluidly alter their prices based on external factors – like competitor pricing. They're intended to drive greater customer confidence in Dixons' prices.