The Bottom Line Dynamic Pricing: Who Profits?
Feb 5, 2026
Zoisa North-Bond, CEO of Octopus Energy for Business, explains agile tariffs that shift with wholesale prices. Marco Bertini, marketing professor and behavioural economist, explores how people perceive changing prices. Richard Howle, ticketing strategist, discusses pricing for live events and perishable seats. They debate surge, time-of-use and transparent pricing, and how dynamic models can be used ethically and effectively.
AI Snips
Chapters
Transcript
Episode notes
What Counts As Dynamic Pricing
- Dynamic pricing covers prices that vary across customers or over time, including predictable seasonal discounts.
- Marco Bertini explains that any price changing through time is 'dynamic', even predictable sales.
Shapeshifters Tariff Example
- Zoisa North-Bond describes Octopus Energy's Shapeshifters tariffs where small businesses get wholesale prices or three-block pricing.
- Customers can shift operations (like a bakery baking early) to access much cheaper energy.
Perishability Drives Ticket Pricing
- Live events face perishable inventory and uncertain demand, so ticket prices must be adjusted across a run.
- Richard Howle says promoters use pricing to cover costs and position shows before sales reveal true demand.