Walmart denies allegations of using patents for personalized pricing

Walmart is facing scrutiny following a report by the Groundwork Collaborative regarding its patent filings for pricing technology. The report, titled ‘The Walmart Watchtower’, alleges that the company’s patents describe capabilities for ‘surveillance pricing’—using personal data such as consumer behavior and characteristics to price products differently for different individuals.

The report suggests these technologies could allow for charging more based on specific customer needs or profiles, such as adjusting prices for baby products based on parental status. It also notes that Walmart’s patent applications outline the collection of extensive user data to build detailed consumer profiles.

Walmart has denied these accusations. Executive Vice President of Corporate Affairs Dan Bartlett issued a response stating that the report ‘repeatedly mischaracterizes Walmart’s pricing practices and use of technology.’ Bartlett asserted that Walmart will not pursue dynamic pricing and has committed to not doing so.

While the patents describe technological approaches for automated retail systems—which could include monitoring inventory and responding to competitor pricing—the company notes that patent filings do not necessarily indicate that the technology has been commercially implemented.