The new generation of grocery loyalty programs promises a “personalized” shopping experience. Using your purchase history, apps from stores like Kroger and Safeway will send you special, targeted deals on the items you buy most. This is known as “personalized pricing.” It means that you may be paying a different price for a carton of milk than the person behind you in line. While this can lead to some great deals, it also raises some serious questions about fairness and transparency.
