With dynamic discounting, an algorithm developed by Albert Heijn automatically calculates the best discount, so that no products are left unsalable at the end of the day.

“This algorithm has certain characteristics, such as how many products are left for what will be discounted, what store it’s in, what is expected to continue to sell, and when the store is closed,” spokeswoman Paulin said. Dun Brandhof. “So it starts with a 25 percent discount and can go up to 40 and 70 percent during the day.”

According to Van den Brandhof, if you want to take advantage of these high discounts, it’s worth coming and getting your groceries soon. “Discounts increase during the afternoon and just before stores close.” Although prices are dynamic, they do not rise after the reduction.

“We’ve already tested the dynamic discount in a number of stores, so we’ve already seen how it goes,” says van den Brandhof. “We’ve noticed that now customers come to the store really later, and so they take discounts into account. If you can buy something that’s 70 percent off, and that’s interesting, so you make the customer happy and you don’t get rid of unnecessary foods.”

One of AH’s most happy customers is Tessa van Dijke. She regularly buys her groceries from Albert Heijn in Tholen. She herself regularly buys products that are being discounted because the best date approaches before. “I think it’s important to take food waste into consideration. If I’m going to buy something I want to use on the same day, I look for the product that expires as fast as I can. These discount labels definitely help with that.”

“I think it’s good that Albert Heijn is more responsive to stocks and other information, and they don’t treat all products the same way.”

According to Van Dijke, it’s a realistic idea that customers with a higher discount are more likely to be tempted to buy products that should go off the shelf. “Especially now that groceries are more expensive, everyone is paying more attention to price. But I don’t think people will necessarily buy products from a sustainable point of view.”

Allowed, prices change during the day. Gerard Spearenberg, Consumer Association Spokesperson: You can actually adjust the price several times a day. The supermarket and any other company can order whatever you want. low and high. This is part of market action. It is no coincidence that the proverb says “All that the madman offers.” “

As a consumer, how do you keep track of when you get the best price? Spierenburg:, with all discounts, in fact with all prices, the following applies: see and compare. Check online if the offer you come across is really as relevant as it seems. Especially since almost all of us now have a smartphone connected to the Internet, which of course is very easy.”

On top of that, budget brands are on average 50 percent cheaper than A-brands, according to Spierenburg. “So if you want to save – apart from the performances – that’s also something to keep in mind.”

Van Dijke herself doesn’t think she’d pay extra attention to discounts with this discount method. “When I go to buy groceries, I often need them on the same day. I won’t wait for it to be on the shelves at a lower price.”

What are the disadvantages of this system? “Of course there are many advantages to the stores themselves,” says retail expert Paul Moyers. Unless it is an expensive investment. But they have to throw much less this way. It’s bad luck for food banks. If they don’t, a lot will go to food banks. You’re pretty much lost now, because you know how to sell it yourself.”