Walmart Patents Renew Personalized Pricing Fears at 2,300 Stores as FTC Weighs Disclosure Rules
Updated
Updated · Yahoo! Voices · Sep 27
Walmart Patents Renew Personalized Pricing Fears at 2,300 Stores as FTC Weighs Disclosure Rules
3 articles · Updated · Yahoo! Voices · Sep 27
Summary
Two Walmart pricing patents granted in January and March revived concern that customer data could eventually shape what shoppers pay, even though the filings do not describe charging different people different prices for the same item.
The patents instead outline automated markdowns and demand forecasting that adjust prices at the item level, privacy experts said, meaning a product's price could change for everyone rather than by individual identity.
Walmart said it does not set prices based on personal information, purchase intent or shopping history, and said digital shelf labels at about 2,300 U.S. stores show the same in-store price to every customer.
The debate is widening because Walmart already collects browsing, search and purchase data for ads, recommendations and promotions, while loyalty programs and online accounts make long-term customer tracking easier across retail.
The FTC is now examining when companies should have to disclose that personal data influenced a price, sharpening scrutiny of whether future price changes reflect demand or a shopper's identity.