Over the years on this blog, we've spoken a lot about dynamic pricing when it comes to roads and traffic congestion. And in this instance, the principal intents are to price congestion, improve traffic flows, and encourage other modes of transport. It follows the logic that if you're going to tax things, tax the things you want less of.
But what about using dynamic pricing for the opposite purpose -- to induce demand?
Diana Lind recently wrote about this here and talked about how London is exploring using dynamic pricing on its transit system. But rather than increasing prices during periods of high demand, I would imagine that the idea is to reduce prices when demand is lower. Already, it is piloting reduced fares on Fridays when its ridership drops by about 10%.
It's an interesting idea because, if done correctly, it should get more bums into seats on transit. And maybe it's actually a more equitable pricing model.
