KEY POINTS

Walmart is rolling out digital shelf labels and expects the technology to be in all U.S. stores by year’s end. Kroger also has begun experimenting with the technology.

The nation’s largest retailer says the digital price tags help associates do their jobs better and stresses that prices on items will be exactly the same for every consumer in every store.

Some legislators are wary of the technology’s potential to be used in dynamic pricing models that disadvantage consumers, with Sens. Jeff Merkley (D-Ore.) and Ben Ray Luján (D-N.M.) introducing a bill to ban it.