“Transparency” has been a buzzing buzzword for a long time now. We’ve talked about it plenty here. The Fortune 500 companies are doing it. Maybe you can, too. Customers increasingly want to know where the money goes and to feel like they’re getting a deal that makes sense for everybody. Which is why some retailers are moving towards a pay-what-you-want-to-pay model. So far, paying nothing is not an option. Even more telling is, that when you are transparent about your costs, customers don’t mind paying a little more when it makes sense for them. Here’s how one savvy retailer is making it happen.