Walmart Executive Denies Dynamic Pricing Allegations Amid Data Surveillance Concerns

Walmart executive vice president of corporate affairs, Dan Bartlett, has publicly addressed and denied allegations that the company engages in dynamic pricing based on individual customer data. The response comes after Lindsay Owens, president and CEO of Groundwork Collaborative, released a report titled "The Walmart Watchtower: Patents Speak Louder Than Pledges," which detailed numerous Walmart patents related to extensive customer data collection.

Owens' report suggests that Walmart holds a significant number of patents that could allow it to collect a wide range of consumer information, including data from wearable devices and smartphones, internet browsing history, music playlists, and even political affiliation. The report also highlights patents that could track customer movement within stores, analyze facial expressions, and potentially use eye-tracking technology.

One particular patent, "System and method for remote controlling of electronic shelf labels," issued in 2023, has drawn significant attention. This patent describes the potential for dynamically changing prices on electronic shelf labels based on shopper information, such as data collected through scan-and-go technology.

In response, Bartlett stated via X, formerly Twitter, "We price products, not people." He clarified that Walmart does not use or plan to use a customer's personal information, income, shopping history, or perceived willingness to pay to set individualized prices. He also asserted that the company does not engage in dynamic pricing based on external factors like weather.

Walmart has further stated to Retail Dive that it will not use or renew the electronic shelf label patent, emphasizing that "A patent isn't a plan." The company maintains that the patent describes a possible use of technology, but Walmart does not intend to implement it for changing prices based on shopper identity or external conditions.

This public refutation follows a similar statement from Walmart CEO John Furner, who previously denied any form of dynamic pricing, surveillance pricing, or personalized pricing. Furner had assured that prices would not be set differently based on factors like income, shopping history, or perceived ability to pay.

Owens, however, expressed skepticism regarding Walmart's statements, questioning why the company would secure patents, such as the electronic shelf label patent which is valid until 2039, if it had no intention of utilizing the technology. She suggests it is difficult to believe that such extensive technological developments would be acquired and then left unused.

The Post has reached out to Walmart for further comment but had not received a response at the time of reporting. The controversy highlights ongoing concerns about corporate data collection practices and the potential for personalized pricing strategies in the retail sector.