Walmart CEO John Furner committed that the retailer won't adjust prices based on customer shopping history, income, or urgency. The pledge comes as the company rolls out digital shelf labels across stores.
Walmart said it will not use personal customer data to dynamically price products, according to a letter from CEO John Furner. The company clarified that digital shelf labels—technology that allows real-time price updates in stores—will be used to reduce workload for store associates, not to implement personalized pricing strategies.
"Your income, shopping history, urgency or what we think you could pay won't change the price," Furner wrote. The commitment applies to all product categories, whether groceries or electronics.
The statement addresses concerns raised by The Wall Street Journal about whether retailers might use digital labeling technology for dynamic pricing based on individual customer profiles. While some retailers have experimented with location-based and time-based pricing strategies, Walmart explicitly rejected using personal shopping data for this purpose.
Digital shelf labels offer retailers operational benefits including reduced labor costs and faster price synchronization across locations.
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