Home Depot: Digital Tags Won't Mean Different Prices

Home Depot's chief information officer, Angie Brown, has stated that the company's digital price tags will not be used for dynamic pricing, where consumers are shown different prices for the same product. Instead, the tags will be used to show delivery timing and help with online orders.

The company is exploring a larger rollout of its electronic shelf labels, which will provide customers with accurate information about when a specific product is expected to be delivered. This feature will allow customers to plan their purchases and receive their products as soon as the next day.

Angie Brown, Home Depot's executive vice president and chief information officer, emphasized that the digital price tags will not be used to introduce dynamic pricing. This comes as a relief to consumers and lawmakers who have been worrying about the potential for electronic shelves to tie in dynamic pricing.

The use of digital price tags is expected to improve the overall shopping experience for Home Depot customers. By providing accurate and up-to-date information about product availability and delivery timing, the company aims to make it easier for customers to plan their purchases and receive their products quickly.

## Why it matters The decision by Home Depot not to use digital price tags for dynamic pricing is significant, as it addresses concerns about price fairness and transparency. With the use of electronic shelf labels, customers can be assured that they are paying the same price for the same product as other shoppers, regardless of the time of day or their location.

The company's focus on using digital price tags to show delivery timing and help with online orders demonstrates its commitment to providing a convenient and efficient shopping experience for its customers. As the retail industry continues to evolve, the use of technology to improve the shopping experience is likely to become increasingly important.