Expert: Expect gradual adoption of dynamic pricing in American groceries

The pricing playbook from airlines and ride-shares is moving into everyday shopping. U.S. grocers are testing digital shelf tags that can change prices in seconds—a common practice in Europe. That raises simple, high-interest questions: Will prices jump at busy times? Will discounts be clearer or more confusing? And what happens to trust if the number on the shelf can change mid-trip?

Chris Hydock, assistant professor of marketing at Tulane University’s A. B. Freeman School of Business, studies pricing and consumer behavior. He can explain why grocery store adoption will be cautious, how digital tags differ from old-school sales, what retailers gain (speed, efficiency) versus what shoppers get (mostly clearer markdowns on expiring items) and how transparency can prevent a backlash or regulatory push.

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Shoppers are infuriated with a common store feature rolled out in retailers like Walmart, Kroger and Lidl.

“Dynamic pricing in U.S. groceries won’t arrive overnight. Shoppers know staple prices and mid-trip changes may erode trust. Used for clear markdowns and overnight updates, it can improve efficiency but offers little to consumers and risks backlash if prices feel like a moving target,” said Hydock.

Chris is available to talk through what to watch and how dynamic pricing has worked in other industries. He’s also quick to respond if you’re on a deadline.

(Photo: Vusion)