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So this is being sold a certain way, as a tech advancement that takes advantage of "surge" pricing, as if retailers are adopting the latest tech and profitability schemes. And in fact, wrt a huge company like Walmart that operates on wafer-thin margins scaled up to mass consumption quantities, I don't doubt this will have some effect.
But the fact is, these chains already had extremely dynamic pricing schemes, and would change many prices daily or at least weekly; its just they had employees walking around who manually scanned the items and replaced the labels. When I worked at a box retailer we had 3-5 people where this was their only job. And i didnt work at a place with half as many skus as walmart. So the real savings is in the value of the labor the company will cut from implementing these smart shelf labels.
The initial investment will seem quite high, but businesses split up their capital investments over 10-30 years. So despite the hype, and even the predatory valance on the philosophy of the tech itself, in fact this technology, just like most technical advancement, is to automate the tasks of workers and eliminate their jobs. Profit is made from stealing from workers.
Walmart has historically run enormously wide margins, thanks to their "import shoddy crap from overseas" business strategy.
They're vertically integrated so I doubt the stores themselves are making all of that profit. But you're right, they're very profitable as a company I was only thinking about the stores. especially since they handle every transaction from the moment its hits our shores to the moment it leaves the stores, accumulating little markups along the way as it's passed from legally separate business to business, the warehouses are a different company from the trucking and logistics, as well as the stores; all owned by the parent co. But the store's profits probably aren't much higher percentage than any other box retailer or grocery store.