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Walmart customers hit ‘boiling point’ over digital label change as chain forced to address ‘different pricing methods’

WALMART shoppers blasted the retailer after it rolled out a new change that allows it to raise and lower prices seemingly whenever.

The retailer has become yet another brand to introduce digital labels, which has earned the anger of customers who say prices keep getting higher.

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Walmart shoppers have grown fed up with the retailer after digital labels were announced at more locations[/caption]

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The labels allow the retailer to quickly raise and lower prices[/caption]

Several brands have said they’ve seen sales fall as shoppers pull back their spending and are now trying to entice customers with discounts and promotions.

But shoppers are becoming fed up with deceptive pricing, said Jean-Pierre Dubé, a professor of marketing at the University of Chicago Booth School of Business.

“We’re reaching a boiling point on this,” he told CNBC.

TikTok users criticized Walmart over its decision to use digital labels after the retailer said last month it would add the tech in more of its stores.

Walmart plans to have them in 2,300 locations by 2026 – which accounts for about half of all stores.

Customers worry that this is the first step in the retailer using dynamic pricing, also known as surge pricing.

Dynamic pricing is when a business sets flexible product prices based on current market demands.

However, Walmart said the new price tags will help workers save time by cutting tedious tasks.

Digital labels have LED lights that help store workers who are restocking items or aid them in finding a product for a shopper’s online order, said spokeswoman Cristina Rodrigues.

She added that Walmart has “no plan to change the frequency or implement different pricing methods.”


All pricing changes are approved by the merchandising team, said Rodrigues.

Thanks to the new tech, however, a store worker can stand in front of the shelf and use a mobile app to raise or lower prices.

“It is absolutely not going to be one hour it is this price and the next hour it is not,” Greg Cathey, senior vice president of transformation and innovation, said during Walmart’s annual shareholder meet in Bentonville, Arkansas.

But Dubé says the frustration comes from years of customers feeling ripped off by retailers.

“Consumers’ automatic reaction is, ‘This sounds like yet another unfair thing firms are going to do to try and cheat us,’” he told the outlet.

“The presumption is this is just another attempt to screw them over.”

After a test of the labels at a location in Texas, one shopper said there should be “a riot.”

Next they’ll track us and raise prices individually to the maximum each person can pay,” wrote an X user.

“I hate it here,” tweeted a third user.

Other consumers are still unsure of how the new tech works.

“How’s that going to work when people put something in their cart and continue shopping, then the prices go up before they reach the cash,” asked one X user.

“That’s going to be a customer service nightmare.”

The U.S. Sun has reached out to Walmart for comment.

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Shoppers fear this will cause the retailer to surge prices based on demand[/caption]

Walmart

But the retailer claims the labels are there to help workers and cut back on tedious tasks[/caption]

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