A Wall Street Journal investigation found that the Staples Inc. website displays different prices to people after estimating their locations. More than that, Staples appeared to consider the person's distance from a rival brick-and-mortar store, either OfficeMax or Office Depot. If rival stores were within 20 miles or so, Staples.com usually showed a discounted price.
The Journal identified several companies, including Staples, Discover, Rosetta Stone, and Home Depot that were consistently adjusting prices and displaying different product offers based on a range of characteristics that could be discovered about the user."
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