Dynamic pricing has become one of retail’s most powerful commercial capabilities, but successful implementation requires far more than automation alone. In this session, Trond Samuelsen shared Elkjøp Nordic’s journey from manual pricing processes to advanced, AI-supported pricing at scale. He outlined the enablers required to support dynamic pricing, including cloud infrastructure, real-time data, electronic shelf labels, and integrated pricing engines.
The presentation examined how retailers can respond to demand, supply, competitor activity, inventory levels, market signals, and customer segmentation while maintaining brand value and consumer trust. Trond also discussed the organizational, operational, and regulatory challenges that accompany dynamic pricing transformation. Importantly, he argued that the future lies not in replacing humans with AI, but in combining human judgment with algorithmic speed and scale to achieve stronger commercial outcomes.
