Portuguese supermarkets may change the price of products several times throughout the day, if the trend of so -called dynamic prices widen to more countries. This practice is already being tested on some retail chains in Europe. Although supermarket prices have been, over time, manually changed, this may be about to change.
A familiar concept on flights and hotels
The concept of dynamic prices is known to those who have already reserved a flight or stay in a hotel. When demand is high, prices increase. When there is less interest, prices can go down. The variation happens in real time, based on algorithms that analyze large volumes of data.
The model is applied by companies that seek to maximize profits, adapting prices to demand and competition levels. The goal is to get the highest possible return for each unit sold, adjusting the values over time.
However, this logic is already being applied outside the tourism and leisure sectors. Recently, ticket prices for an Oasis band concert doubled due to the use of dynamic prices. Cases like this are raising questions about the impact of practice in other sectors.
First steps in the food flap
Some international supermarkets began to test this model. An example is the Norwegian chain Rema 1000, which has almost 700 stores in the country and uses dynamic prices based on various data, including the values practiced by the competition, explains the Irish newspaper.
The same source states that the company uses electronic labels to update prices automatically. This technology allows frequent changes throughout the day without manual intervention, and based on automated system decisions.
To avoid changes during customer presence in the store, price increases in these supermarkets happen only at night. During opening hours, prices can only lower. This strategy aims to reduce the perception of injustice by the consumer.
Supermarkets attentive to the margins
The large distribution sector works with reduced margins. In the case of Aldi Ireland, for example, profits before taxes were 3.6 percent in 2020, one of its best years. In 2023, despite increased sales, profit came down to 17.4 million euros, affected by inflation.
Aldi has confirmed that it does not intend to apply dynamic prices. However, their results demonstrate the challenges of maintaining positive margins. This can justify the interest of other chains in exploring this possibility to improve financial results.
The introduction of dynamic prices in the supermarket can be viewed as a way to make products with less rotation or near the expiration date. This approach is already used in situations such as last -minute promotions.
Technology as a facilitator
In the United States, Walmart announced the introduction of electronic labels in 2,600 stores. The measure is presented as a way to improve efficiency and release workers from repetitive tasks such as manual label replacement.
Analysts point out that this change could pave the way to introduce dynamic prices into US supermarkets. The change in prices due to climate, demand or proximity to the validity of the products becomes technically viable.
Experts warn, however, to the risks of removing loyal customers, if they realize that prices vary excessively. Transparency perception will be an essential factor for the acceptance of the model.
Adaptation to the local context
In Norway, the experience of Rema 1000 has been received without major negative reactions. Careful implementation and transparent communication seem to have contributed to the acceptance of the model.
The introduction of dynamic prices does not necessarily need to follow the most aggressive model, with sudden increases. More committed strategies, such as night updates, can be better accepted by consumers.
In high competition markets, such as food flap, consumers can easily change store if unjustified increases. This factor acts as a natural brake to the indiscriminate application of practice.
The introduction of large -scale electronic labels may, however, make dynamic price adoption a realistic option for Portuguese chains. The decision will depend on factors such as the cost of technology and consumer response.
The impact on supermarket prices will be one of the main concerns of customers. Even if prices do not significantly rise, the perception of variability may affect purchase habits.
For now, there are no evidence of an imminent application of this practice in Portugal. However, the sector closely follows international developments and may consider future adoption, depending on the results obtained in other countries.
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