Dynamic pricing is common practice online, but found less frequently in stores. Not all retailers have the means to implement electronic shelf displays. In a November 2017 survey of retailers worldwide by Planet Retail, 40% were either currently using electronic shelf labels (ESLs) to show prices, promotions and detailed product info, or planned to use them in the next 12 months.
Some 78% of retailers would like to implement more price changes and promotions to provide better prices and deals in-store, Planet Retail found, but 65% don’t feel able to execute all of the pricing changes and promotions they'd like to. Concerns about consumer acceptance have been a hindrance, in addition to technological issues.
In the study, customers said being able to buy sale items for the advertised price is the leading experience that would make them return to a store. This would seem fundamental, and most retailers (68%) recognize inaccurate pricing and promotions—in-store or across channels—are one of the biggest reasons they lose customers in-store.