Actually, as a customer, I can confirm that all the Whole Foods Markets I’ve seen do have digital pricing displays for most things - they are based on e-paper technology.

But you don’t want prices changing between the time a customer has picked up a product and the time they get to the checkout. And then there’s the whole problem of the in-store prices not matching the published circular prices.

So, lots of issues to work out there before dynamic pricing can work well in a physical store.