Walmart Pledges Not to Use Personalized Pricing After Milk Price Gap Goes Viral

Walmart pledges not to use your shopping data to set individual grocery prices — but won't say whether that extends to a patent for personalized cart-based pricing. The problem: A Consumer Reports investigation found three shoppers buying the same gallon of milk paid different prices — $4.30, $3.66, and $3.22 — based on personalized pricing tied to loyalty apps, phone data, and purchase history. Center Square reporter Brett Rowland says it's unclear how widespread the practice is across retail and rideshare industries, but companies have financial incentive to use it since studies show it boosts profits and sales. Walmart's response: CEO John Furner announced this week that Walmart won't use shopper data to set individual prices. However, when asked whether that pledge extends to a Walmart patent — which uses cart contents (e.g., tuna in your cart) to offer personalized pricing on related items (e.g., mayonnaise) — the company didn't provide an answer, citing being inundated with media requests following the announcement. Other retailers responding: Kroger has updated its data policies following the Consumer Reports segment, though the full scope of changes isn't yet clear. Rowland notes company responses are shifting "almost in real time" as scrutiny increases. Regulatory response: The federal government is considering a disclosure requirement — not an outright ban — that would require companies to explain what data they use and how it factors into pricing. Some states are moving further, pursuing outright bans on the practice, raising concerns for national retailers about navigating a state-by-state patchwork. Should personalized pricing be banned, regulated with disclosure requirements, or left alone? Leave your thoughts in the comments. #PersonalizedPricing #Walmart #ConsumerProtection #CenterSquare #TheStates