Earlier quoted context omitted.
> This is something Lyft and Uber do, but it's not really possible in retail. It is possible for retail. For example, you can simply not display the price. You can display a price range. You can use EInk displays which auto-update based on who's approaching the item. And of course it's infinitely possible in an online store. One example of how this is being employed is McDonalds trying to push everyone to use the app…
How would that work? The barcode on the item doesn't get rewritten, the checkout counter can't distinguish who picked up which exact item. Even if they did assign unique barcodes to each item, what happens if you take the item off the shelf, and put it in someone else's cart? They'd be charged the wrong price for the item.
Sure it can, cameras and facial recognition.
Identify a person when they enter the store. Track them with overhead cameras as they move throughout the store. Set the price for the individual when they get to checkout. It barely requires any extra infrastructure in most stores.
You don't need a unique barcode per item, you simply need to be able to identify the person purchasing the item at checkout.
Barcodes today don't contain price information (except for meat AFAIK. But then you'd mostly just need to change it to be weight instead of price).