Currently, it's not possible to create a "sale" for those who own a certain project. For example, say someone buys a game from a developer. Then a few years down the line, the developer remasters the game and wants to offer a price drop to those who own the original game. This was done with The Stanley Parable and The Stanley Parable: Ultra Deluxe on Steam. In itch.io, it's not possible to *fully* do this.
What you can do currently is send out an email to everyone who owns a copy of the game with a coupon link to a sale, but this is hardly ideal, especially since there's no way to check if the person visiting ever actually owned a copy of the original project.
What I'm proposing is a way to create a sale specifically for those who own a specific project developed/published (or at least credited) by the same person who made the sale. If they have an itch.io account, that'd be ideal, but it could also be possible for those who only use their emails without an account by requiring email verification.