Why Online Retailers’ New Pricing Strategy Will Backfire – Rafi Mohammed – Harvard Business Review Key quote, “When a retailer uses dynamic pricing, it’s only a matter of time before those who realize they’ve paid significantly more than others for the same product start screaming “unfair.” This is when the big problem erupts for a retailer ‘ the trust component of its brand is at risk.” Every interaction is a reflection on your brand and losing trust can kill a brand. Honest and open communication is critical to keeping trust.