How to charge multiple prices

Charging different prices for the same good or service can hurt your credibility. Loyal customers don't like it when you give new customers a discount. But if you are instead able to charge loyal customers less the sentiment can be different. 

The Golden Gate Ferry from Larkspur to San Francisco charges $10, but only $6.50 if you use a Clipper card (Clipper is the transit card for the bay area). This has the effect of charging tourists more than frequent travelers. Most see it as a discount, but really it's about extracting more value from tourists who are going to buy the ticket even at a much higher price.