The real change in retail pricing might be discrimination pricing (or 'surveillance pricing' as it is now called sometimes). Simply speaking, it uses personal data to personalize prices not just for each customer, but also for each customer depending on actual circumstances such as day time, weather, an individual's pay day, and other data, collected through apps, loyalty cards, ...

As one article says, there is One Person One Price:

"If I literally tell you, the price of a six-pack is $1.99, and then I tell someone else the price of a six-pack for them is $3.99, this would be deemed very unfair if there was too much transparency on it,” [University of Chicago economists Jean-Pierre] Dubé said. “But if instead I say, the price of a six-pack is $3.99 for everyone, and that’s fair. But then I give you a coupon for $2 off [through your app] but I don’t give the coupon to the other person, somehow that’s not as unfair as if I just targeted a different price.”

The linked article is a very long read but worth everyone's time. Very insightful.