Shoppers at several New York City supermarkets are finding new digital shelf tags in place of traditional paper price labels this week. The technology, known as electronic shelf labels or ESLs, has been in gradual rollout by one of the country’s largest grocery chains. The digital tags allow stores to update prices remotely, sometimes multiple times a day.
The move comes as debate over 'surge pricing' in retail intensifies. Some customers have raised concerns that digital tags could make it easier for stores to adjust prices in real time, especially during busy hours or supply shortages. On Monday morning at a store in Astoria, a manager declined to comment on whether the new system had changed pricing frequency but said staff training on the tags began earlier this month.
Walmart, the nation’s largest retailer, has faced public criticism after reports of dynamic pricing pilots in select stores. A company spokesperson stated last Friday that Walmart has not implemented surge pricing and maintains that prices are set to remain stable for now.
Grocery workers in Manhattan say the digital labels are intended to reduce labor and improve inventory accuracy. "It takes less time to change prices for weekly promotions," said a supervisor at a Midtown location, "but we hear customers asking if prices are changing more often."
With summer food shopping in full swing, some shoppers on Sunday afternoon in Jackson Heights said they prefer paper tags, citing transparency. Others noted that the digital tags are easier to read. For now, the chain plans to continue expanding the system to additional city locations later this month.