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Norwegian shoppers are used to grocery prices changing instantly, thanks to electronic shelf labels. These are spreading to U.S. stores, allowing rapid price updates. While they enable quick discounts, they also raise concerns about dynamic or surge pricing.
It is only a matter of time before Americans also see dynamic pricing on groceries, industry experts say. “All one has to do is visit the Netherlands or Norway,” says Ioannis Stamatopoulos, an associate professor who studies retail technology at the University of Texas at Austin’s business school. “That’s a window to the future.” The prospect has raised alarms among U.S. lawmakers and consumers who fear electronic shelf labels in grocery stores will open the way for prices to go up as well as down—and even unleash surge pricing in the aisles.
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