Improved provision of companies with relevant customer and market information enables further developments in pricing. For example, new possibilities for dynamic pricing and personalized pricing are currently being discussed, which ultimately aim to better exploit customers’ willingness to pay. At the same time, however, there is also a strong trend towards the expansion of subscription offers with a primary focus on customer loyalty. Only through optimized customer data management and professionalized pricing will companies be able to react successfully to changing market conditions in the future. The dovetailing of cash flow-generating and benefit-identifying price management should be pursued. Optimum customer knowledge can be achieved through innovative pricing models that incorporate short- and long-term customer data such as expenditure, income, and purchase rhythms.