Dynamic pricing is the practice of adjusting prices in real time (or nearly) based on signals such as current demand, competitor prices, available stock, approaching expiry date, or historical behaviour. Unlike scheduled promotions, dynamic pricing is continuous and automated — an algorithm decides that the price of this SKU in this store on this day is X, and tomorrow it may be Y.
The model is widely used in international e-commerce (Amazon, hotels, transport) and is starting to appear in Portuguese physical retail in specific categories (fresh produce, products with an expiry date, clearance). It is not suitable for every context — premium brands usually avoid dynamic pricing to preserve perceived value; regulated contexts (medicines, essential goods in some countries) have legal limits.
Implementing dynamic pricing requires integration between multiple systems: a pricing engine with business rules (limits, rounding, minimum margins), a data pipeline that feeds the engine (sales, stock, competition), integration with POS and e-commerce to propagate prices. INFOS designs dynamic-pricing architectures for specific customers, always with human oversight and clear business rules — never autonomous algorithms without limits.