Price Obfuscation

Think about the last time you went online to buy tickets to a baseball game or to see your favorite artist in concert. One moment, the tickets are $70. Dozens of fees and a mountain of service charges later, your ticket is now more than $100. So frustrating! In this scenario, opaque pricing doesn’t help anyone. Customers become irritated and might even throw their hands up and abandon their carts altogether. The ticket seller doesn’t benefit either, as customer trust is eroded, and possibly, the sale is abandoned.  The same is true whether we’re discussing a sporting event or the freight market. Price obfuscation in the logistics industry is detrimental not only to shippers but also to carriers and other partners. Instead, transparent pricing is key to ensuring shippers, carriers, brokers, and 3PLs understand the full cost of a service, and that everyone is on the same page when pricing a service.  Defining Price Obfuscation in the Freight Market While price … [Read more...] about “The” Price vs. “A” Price: Why Price Obfuscation is Bad for Everyone, Including the Freight Market