FOOD SHOPPING SET FOR UBER MAKEOVER
Prices ‘will vary hourly’
UBER-style pricing is coming to Britain’s supermarkets – with the cost of items rising and falling by the hour.
Paper price stickers will be replaced on shelves by electronic displays which could vary prices by up to 90% based on demand.
That means stores could charge more for the most popular items at peak times – or slash prices to boost sales when trade is becoming slow.
The “Uber” tag comes from the practice of the phone-in taxi service in offering higher rates at busier times.
At the moment supermarket staff have to physically change price markers on each item if prices go up or down.
The new e-pricing system would be controlled by computer and means customers ® paying more or less for their goods depending on the time of day they shop.
It could also lead to stores removing special offers on in-demand items while the price of ice creams could go up on hot days and sandwiches will cost more at lunchtime.
Such variable pricing is already in place in the US and Britain’s biggest supermarket chains are now working on secret plans to introduce the technology in the UK. Tesco, Sainsbury’s and Morrisons are already replacing paper price tags on shelves in some shops.
A Sainsbury’s spokesman said: “We always look at ways that technology can help us improve the shopping experience for our customers.”