Dynamic and personal pricing in the construction industry

17. November 2025

Airlines and booking platforms were among the first companies to make extensive use of dynamic pricing in the online sector. But these data-based pricing strategies are also becoming increasingly common in the construction industry, which has traditionally been characterized by fixed offer prices and negotiations. Together with Martina Stranzinger-Maier, partner at PHH Rechtsanwälte and head of the dispute resolution department, the Construction & Real Estate Report highlights the opportunities this presents, what is permitted, and what is not.

The reasons for the rise of dynamic pricing include digitalization, improved data availability, and significant price fluctuations in building materials and construction costs.

These dynamic pricing models, embedded in so-called price engines, help companies to quickly adapt their offers to current market requirements. Depending on the time of purchase, a customer can either benefit from weak demand and falling prices or has to pay more when demand is strong. Competition regulators and consumer protection agencies often view dynamic pricing models critically. However, this type of flexible pricing is not prohibited in principle. Flexible pricing is not entirely new either. Whether it’s happy hour or summer sales, demand-driven prices have been around for a long time. What is new, however, is the targeted, data-based control of prices. A distinction is made between dynamic pricing and personal pricing.

Read the full article here.

First published by Report (+) PLUS on November 17, 2025.