The Home Depot has no plans to use its electronic shelf labels (ESLs) for dynamic pricing, according to Angie Brown, the company's executive vice president and chief information officer. Speaking to Business Insider, Brown emphasized that the digital price tags will not show different prices to different customers. Instead, the retailer uses the technology to provide accurate delivery timelines for products.
Brown stated, 'We love being able to show you on the sign, 'You can get this as soon as the next day.' And we want that to be right.' The ESLs are primarily used to help delivery workers and employees locate products more efficiently, especially as stores increasingly serve as fulfillment hubs.
Concerns about dynamic pricing have led some retailers to address customer anxieties. Walmart's CEO, John Furner, previously assured customers that the technology would not be used to adjust prices based on individual shoppers or time of day. Target also confirmed it does not use personal information to raise prices.
Home Depot has been testing ESLs for years, initially in the appliances section before expanding to other departments. However, the technology is not used in the garden department. Brown noted that commodity markets, such as building materials and garden goods, will reflect individual market fluctuations. Pro customers may receive bulk discounts based on transparent rules, but standard customers will see consistent pricing across the board.