Will UK Supermarkets Bring In 'Personalised Pricing' Soon?

Here's what we know so far.

Recently, the Bank of England suggested that UK supermarkets may bring in something called “dynamic” and “personalised” pricing.

It noted some sectors are experimenting with technology “that could enable dynamic pricing in the future, such as electronic shelf labels in supermarkets”.

But when HuffPost UK asked the British Retail Consortium, which represents multiple UK supermarkets, whether this is likely, its director of food and sustainability, Andrew Opie, said: “Supermarkets do not use, and have no plan to use, dynamic or surge pricing in their stores.”

He added that digital pricing displays, which some supermarkets use, allow retailers to update and check thousands of prices “in an effective way, so they can continue to offer great value for customers”.

But what is dynamic and personalised pricing, why do some think it’s coming soon, and why do others call worries of hourly price surges a “fantasy”?

What is dynamic pricing?

Dynamic pricing involves “frequent, real-time adjustments in response to demand and supply,” the Bank of England said. It’s been used for years in hospitality and air........

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