IDG Contributor Network: Target's 'pay less for old produce' trial has serious risks but even better potential

At South Bay Target in Boston last week, Target ran a trial for a new pricing effort. It charged more for the freshest produce, or, put another way, it offered discounts for older produce. It's an interest pricing twist to see if shoppers will pay more for fresher produce and, if so, how much more. But it runs a sharp risk because it, in effect, highlights how relatively old some of its produce is.

Absent that explicit reminder, a clean, brightly lit produce display might leave some shoppers with the impression that all produce is fresh. And, yes, before I hear from you home-vegetable-gardening people, I'll concede that "grocery store fresh" is a relative term. Still, in retail, perception is reality.

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