Dynamic pricing in grocery stores: asset or risk?
Jul 4, 2025
The prices that change from one moment to the next, the electronic tags that adapt to demand, the algorithms that dictate the amount you will pay... Could this scenario, still reserved for large stores and e-commerce, soon appear in neighborhood grocery stores?
As supermarket chains adopt dynamic pricing to maximize their margins and manage their stocks in real time, independent grocery stores, on the other hand, continue to rely on a simpler model: clear, stable, understandable prices.
In the face of this technological wave, should we resist or adapt? How to reconcile modernization and a relationship of trust with customers? And above all, can pricing transparency become a real competitive advantage in a market saturated with complex strategies?
Takeaway
Dynamic pricing (real-time price adjustment) is becoming mainstream in retail, particularly in grocery, driven by the rise of e-commerce.
For independent grocery stores, price transparency remains a major competitive advantage against the giants and their sometimes opaque practices.
The electronic shelf labels (ESL) facilitate price adjustments, but they must be used with caution so as not to harm customer trust.
When mastered, dynamic pricing can reduce waste and optimize inventory management, without sacrificing the close relationship with consumers.
What is dynamic pricing?
Dynamic pricing refers to the practice of adjusting prices in real-time based on factors such as demand, stock, competition, or the time of day. Already common with Amazon, Uber, or in aviation, this approach is gradually making its way into food retail thanks to the rise of electronic shelf labels (ESL).
To learn more about ESL technology and its potential for grocery stores in Quebec, check out our full article: Electronic Shelf Labels: A Revolution for Grocery Stores in Canada.
Large retailers and algorithm-based pricing
Large chains, equipped with advanced technological infrastructures, are leveraging dynamic pricing to:
Maximize margins based on demand
Minimize losses on end-of-life products
Track competition in real-time
Automate pricing management via ESL
However, this practice comes with side effects:
Customer confusion
Mistrust regarding price fluctuations
Accusations of overcharging or abuse
In the United States, retailers like Kroger are under investigation following complaints regarding the opacity of their dynamic pricing (Source: Bluebook Services).
Independent grocery stores: transparency as an advantage
In the face of this complexity in pricing, local businesses hold a trump card: clarity and stability of prices.
Indeed, in a context where consumers feel manipulated by algorithms, displaying simple, honest, and consistent prices becomes a powerful differentiator.
The advantages:
Increased customer loyalty among those sensitive to transparency
Strengthened image of authenticity
Avoidance of the traps of technological complexity
Operational simplicity on a daily basis
How to use dynamic pricing ethically in grocery stores?
Dynamic pricing should not be banned but rather framed intelligently:
Targeted and temporary promotions: discounts on unsold items at the end of the day
Explicit communication: inform about price changes and their justification
Moderate use of ESL: avoid slipping into an uncontrollable algorithmic price war
Anti-waste optimization: reduce prices of products close to their expiration date without altering the base price
The article on ESL in grocery stores explores these technologies in depth and their potential to manage prices and inventory intelligently.
Conclusion: balance between modernization and trust
In a world where the notion of "fair price" is questioned by ultra-dynamic commerce, independent grocery stores play a key role: preserving trust and price readability, while responsibly adopting technological tools.
The controlled integration of dynamic pricing, combined with transparency and clear communication, can turn this constraint into an opportunity.