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The Backroom: Dynamic pricing and the anxious consumer

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The Backroom: Dynamic pricing and the anxious consumer

With the holidays approaching, consumers are zeroed in on price now more than ever — and Walmart is taking the heat.

Welcome to The Backroom, a window into what goes on behind the scenes as the Retail Dive team covers the stories and trends reshaping retail. You can check out all our podcast episodes (past and present) here and listen on Apple Podcasts, iHeartRadio, Spotify and now YouTube.​​

In a bold move for the retailer, Walmart over the past few weeks has repeatedly defended itself against public allegations that the company has or could personalize prices for consumers. The debacle stemmed in part from anxiety about the retailer’s use of digital shelf labels and was the subject of advocacy work by the progressive group Groundwork Collaborative.

But personalized and dynamic pricing — specifically the consumer concern over it — is not just a Walmart issue. States have started debating how to handle the potential use of advanced data collection to change prices, and consumers are increasingly worried about AI.

That technological anxiety comes on top of a tough macroeconomic environment for shoppers, who are already going into the holiday season worried about price tags.

In this month’s episode of The Backroom, Retail Dive’s Lead Reporter Daphne Howland and Reporter Dani James sit down to discuss the hot topic of dynamic pricing and how it plays into broader consumer worries this holiday season.

Editor’s note: This episode was produced by Caroline Jansen and edited by Kelsey Waddill Sung.


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