It’s assumed that if you shop online you’re getting the same price as the person down the street, or even across the country. This is not always the case. There are programs built for retailers that can change the prices of an item based on your zip code, browsing history and what computer you may be using (one company was found to charge more for those who were using Macs to browse their sites because Mac users have a higher income rate). There are some solutions to this but they’re not always simple.
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