MONEY
08/10/2012 08:18 am ET Updated Oct 10, 2012

Supermarkets Try Customizing Prices For Shoppers

NEW YORK, NY - JUNE 12:  A woman loosk at the shelves of a grocery store on June 12, 2012 in the Brooklyn borough of New York
NEW YORK, NY - JUNE 12: A woman loosk at the shelves of a grocery store on June 12, 2012 in the Brooklyn borough of New York City. According to a triennial study released Monday by the Federal Reserve called Survey of Consumer Finances, the average American family's net worth dropped almost 40% between 2007 and 2010. The report, which shows a drop in median net worth from $126,400 in 2007 to $77,300 in 2010, highlights the impact of the financial crisis and the recession on middle class Americans. (Photo by Spencer Platt/Getty Images)

It used to be that with dedication and a good pair of scissors, one grocery shopper could get the same coupons -- and cheap prices -- as another.

Now going to the grocery store is becoming a lot less egalitarian.

At a Safeway in Denver, a 24-pack of Refreshe bottled water costs $2.71 for Jennie Sanford, a project manager. For Emily Vanek, a blogger, the price is $3.69.

Read more on The New York Times