Target says pricing does not use customer data or location
Retailers are facing increased scrutiny over whether technology and customer information are being used to tailor prices to individual shoppers. Target said on Thursday that it does not raise prices based on identities, locations, time of day or periods of high demand.
Highlights
- Target stated prices vary by local costs, regulation, competition, and store- or channel-specific discounts but are identical for all customers at the same location or platform.
- Target confirmed its Target Circle loyalty program uses shopping history to promote deals but does not use customer or location data to raise prices.
- Walmart also publicly denied using AI tools or digital shelf labels for dynamic pricing, as retailers counter scrutiny over potential personalized pricing practices.
Company response on pricing practices
As reported by Reuters, Target said prices may vary because of local costs, pricing regulation, competition, and store-specific or channel-specific discounts, but remain the same for all customers on the same platform or at the same location.The company said its Target Circle loyalty program collects shopping history to promote relevant deals and offers, but does not use that data to increase prices.
Retail sector faces broader dynamic pricing concerns
This month, Walmart also issued statements rejecting claims that it uses technologies such as digital shelf labels and AI tools, including its chatbot Sparky, to implement dynamic pricing.The responses from Target and Walmart come as major retailers seek to reassure shoppers and regulators that personalization tools are not being used to charge different prices to different customers.
In our earlier coverage of Ralph Lauren linking executive payouts to AI goals, we noted that the retailer added AI literacy and enablement metrics to its fiscal 2026 incentive plan, replacing sustainability targets that had been used for several years. We also pointed out that the move reflects a broader retail push to scale AI across operations and leadership structures, including new AI-focused roles at companies such as Target.
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