Key facts
- Home Depot CIO Angie Brown confirmed digital price tags will not be used for dynamic pricing.
- The retailer is considering a wider rollout of electronic shelf labels (ESLs).
- ESLs will help delivery workers locate products more efficiently.
- Commodity prices and Pro customer bulk discounts will still be transparently set.
- The price displayed will be the same for all customers.
Home Depot's chief information officer, Angie Brown, has stated that the company will not use its electronic shelf labels (ESLs) for dynamic pricing. While exploring a broader implementation of these digital price tags, Brown emphasized that prices will remain consistent for all consumers, regardless of who they are or the time of day. The technology is intended to improve store operations, such as helping delivery workers locate products more efficiently. Home Depot also noted that commodity prices and bulk discounts for Pro customers will continue to be set by transparent rules. Retailers like Walmart, Kroger, Best Buy, and Whole Foods have already implemented ESLs, prompting consumer concerns about potential price discrimination, which has led some states to enact moratoriums or regulations on the technology.