Supermarket price tags want to experience their particular revolution. The traditional ones, which normally show the price on a sheet of paper, cardboard or plastic, are in danger, because companies in the sector have a great idea: replace them with electronic ink digital screens that can be updated from a central server in a matter of seconds. It seems like a great idea, but consumers are clear that what it is is a nightmare for their pockets.
The advancement of ESL/DSL labels. The technology that wants to replace traditional labels is the so-called Electronic Shelf Labels (ESL) or Digital Shelf Labels (DSL), which are nothing more than electronic ink screens that can be managed instantly from a central server. Walmart, the largest store chain in the world, is leading this transition and aims to implement them in 100% of its establishments in the US before the end of 2026.
The argument. This company explains that the measure seeks to reduce operating costs, and that any modification will always require validation by a human agent. Amanda Bailey, who leads a team at a Walmart store in West Chester, Ohio, estimated that the time spent changing prices on products in the store has been reduced by 75% thanks to DSL, and with that time they can better serve customers.
Consumers, against. A recent survey by the consulting firm GBAO Strategies reveals that consumers do not share Walmart’s optimism. According to the participants’ data, 65% are convinced that supermarkets will use this technology to make shopping carts more expensive. Only 3% believe that it will serve to make it cheaper.
The idea is not bad. ESL tags are ultra-low power devices that connect to the premises’ Wi-Fi or Bluetooth infrastructure. Theoretically, the idea is very reasonable, because in addition to reducing price management times, it eliminates cashier errors, reduces paper waste, and allows offers from the physical store to be instantly synchronized with those on the website.
But be careful. However, these labels also open the door to disturbing scenarios, such as the application of dynamic pricing. Cold drinks can suddenly cost more if it’s very hot outside, or from price adjustments based on inventory. There is even talk of more sophisticated AI algorithms already patented by Walmart capable of managing a customer profile in real time to adjust the price of the product based on what the data ensures that the customer is willing to pay.
Surveillance pricing. The industry talks about personalized prices, but consumer associations have dubbed the phenomenon “surveillance pricing” )”surveillance prices”, in a literal translation). The concept is simple, forceful and disturbing: the supermarket monitors the user’s purchase history and their geolocation through the mobile app in addition to other parameters such as the level of aisle traffic to squeeze its profit margin.
If there is an electronic tag, I’m leaving. The rejection of these labels is clear in the aforementioned survey:
- 68% of them fear that these “surveillance prices” will increase the cost of living.
- 58% indicated that they would avoid buying in stores that implement this type of digital price tags.
- 67% demand a law that completely prohibits this technology.
The reaction is not strange: in April inflation rose to 3.8% in the US (annualized data) while salaries only rose 3.6%. It is the first time that salaries have failed to keep up with inflation, according to CBS News.
In Spain the situation is paradoxical. In December 2025, the salaries agreed upon in the agreement had grown by 3.49% compared to the previous year, while the average inflation until that month was 2.7% (very moderate due to low electricity and fuel). That seems like good news, but 1) two out of every three workers do not have a salary review clause and 2) the price of food has increased by 37% in the last five years and things are getting worse.
The ghost of Uber, Wendy’s and Ticketmaster. We already know this story, because in the past various controversies have arisen with dynamic prices.
Imagen | E Ink
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