Joe Feldman

Walmart also says it will not use digital stickers for surveillance pricing, when different prices are set for each individual based on their data.

Walmart also says it will not use digital stickers for surveillance pricing, when different prices are set for each individual based on their data.

But Lempert thinks this is where retail is going.

But Lempert thinks this is where retail is going.

Once that technology is on the shelf, who knows?

Once that technology is on the shelf, who knows?

Consumers are wary of these features, so companies have to be careful with how they roll them out, says John Zhang, a marketing professor at Wharton.

Consumers are wary of these features, so companies have to be careful with how they roll them out, says John Zhang, a marketing professor at Wharton.

If Walmart wants to do this well, they have to do it in steps.

If Walmart wants to do this well, they have to do it in steps.

A little consumer education, a lot of positive PR.

A little consumer education, a lot of positive PR.

You could actually do better promotions.

You could actually do better promotions.

You can set better prices.

You can set better prices.

And get consumers more comfortable with the idea that electronic stickers can mean prices could easily go up, but they could also go down.

And get consumers more comfortable with the idea that electronic stickers can mean prices could easily go up, but they could also go down.

I'm Kristen Schwab for Marketplace.

I'm Kristen Schwab for Marketplace.