Home Depot IT chief says its digital price tags won't give consumers different prices
Home Depot CIO Angie Brown tells Business Insider that its digital shelf labels won't bring dynamic pricing for consumers.
Brandon Bell/Getty Images, the Home Depot's Chief Information Officer, Angie Brown, assured Business Insider that the retailer's digital price tags will not result in different prices for individual consumers. Brown emphasized that the ESLs, or electronic shelf labels, are designed to enhance delivery efficiency and enable customers to see when products will be available.
Concerns about dynamic pricing and personalized pricing have arisen as large retailers, including Walmart, Kroger, Best Buy, and Whole Foods, deploy ESLs across their stores. Some state lawmakers have passed legislation to restrict the use of electronic price tags, while companies such as Walmart have explicitly stated they won't adjust prices based on individual shoppers or the time of day.
Brown emphasized that Home Depot's ESLs are intended solely for store operations and that the company does not employ personal information to manipulate prices.
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