Kroger and Walmart Deny ‘Surge Pricing’ After Adopting Digital Price Tags
Some members of Congress have expressed concerns that stores will monitor customers and raise prices. Business experts say the technology has not raised customers’ grocery bills.
Members of Congress are raising the alarm about new technology at supermarkets: They say Kroger and other major grocery stores are implementing digital price tags that could allow for dynamic pricing, meaning the sticker price on items like eggs and milk could change regularly.
Kroger denied the claims, saying it has no plans to implement dynamic pricing or use facial recognition software. Walmart also said it had no plans for dynamic pricing, and that facial recognition was not being used to affect pricing, but the company did not specify whether the tool was being used for other purposes.
Both Walmart, which has 4,606 U.S. stores, and Kroger, which has nearly 2,800 U.S. stores, also suggested that the effects of digital price tags are being exaggerated, and economic experts say that most grocery bills won’t be higher as a result of the tags. Still, data privacy experts have concerns about new technology being implemented at grocery stores broadly.
