Since its introduction in 2018, Kroger’s dynamic pricing strategy has expanded to 500 of its nearly 3,000 stores. This includes a partnership with Microsoft to develop the Enhanced Display for Grocery Environment, a digital shelving label system. The technology allows employees to adjust prices with ease, adapting to factors such as time of day and demand — and sometimes even a shopper’s personal info, like preferences and income. “The EDGE Shelf helps Kroger gather and exploit sensitive consumer data,” the senators wrote. “Through a partnership with Microsoft, Kroger plans to place cameras at its digital displays, which will use facial recognition tools to determine the gender and age of a customer captured on camera and present them with personalized offers and advertisements on the EDGE Shelf.” “EDGE will allow Kroger to use customer data to build personalized profiles of each customer … quickly updating and displaying the customer’s maximum willingness to pay on the digital price tag—a corporate profiteering capability that would be impossible using a mere paper price tag,” they wrote.