A recent article in the Guardian newspaper highlighted how the use of personal data by online retailers to decide on what to charge you could be coming to a supermarket near you

“Dynamic pricing” has been a factor in booking tickets for trains, hotels andflights with prices fluctuating hour by hour, apparently according to availability but often in response changes in demand by consumers.

These principles have made their way into all aspects of online retailing with pricing that is not only dependent on availability or stock, but also, increasingly, on the data that has been stored and kept about your shopping history.

Whether you are an impulse buyer, bargain hunter or someone willing to pay a premium based on knowledge of your postcode, who your friends are, what your credit rating looks like and any of the thousands of other data points you have left behind as cookie crumbs in your browsing history.