or should I have said - busy times' price hike?

Sainsbury's are about to trial electronic pricing on shelves. Updates at the click of a mouse, or even triggered by pre-set times. Already used in the US etc.

This is nothing different from telephone or utility prices designed to spread the demand throughout the day - except................

How are they going to handle the latency that ensues from a person endlessly searching for their chosen item* and arriving at the checkout?
The UK law states that the price on the shelf (or item) is the price that should be charged. How do they judge the delay in arriving to pay?

I bet we have to challenge them. The law would be flouted by this, unless Trezzzza has a statute on the cards.



* they all change locations around to keep us in the aisles in the hope we impulse buy.