digital shelf labels

Walmart's CEO says the retailer will not raise prices for individual customers based on their shopping histories, addressing concerns around dynamic pricing as the company expands digital shelf labels in its stores. The comments aim to reassure shoppers that the electronic labels will not be used for personalized pricing, amid wider debate about how retailers could use customer data to vary prices.

Walmart has pledged that it will not adjust product prices based on shoppers' personal information or the time of day. In a letter to customers, CEO John Furner said the company's rollout of digital shelf labels is intended to save store labor and speed up price updates, not enable surveillance-based pricing. The statement follows Wall Street Journal reporting raising concerns that electronic labels could allow retailers to charge different customers different prices.

Walmart says it does not use customers' personal information to set prices, pushing back on privacy concerns as it rolls out digital shelf labels across more of its US stores. The retailer says the electronic tags allow faster price updates and clearer labelling, but the expansion has raised questions about whether dynamic, personalised pricing could follow. Walmart maintains prices will not vary based on individual shopper data.

Walmart's chief executive has publicly pushed back against rumors claiming the retailer's digital shelf labels and AI systems are being used to raise prices. The company says the technology is meant for efficiency, not dynamic pricing. The remarks come amid growing consumer suspicion over how retailers use automation to set costs.