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>Tesco and Sainsbury’s in the UK will implement electronic “Uber-style” pricing within the next five years, according to reports, giving them the power to jack up prices by as much as 90 per cent during the lunch rush, the traditional Sunday evening grocery shopping peak and on public holidays.

>University of Melbourne consumer psychologist Brent Coker predicts Aussie supermarkets would implement the electronic pricing about 12 months after the UK, describing it as the way of the future for grocery retailers here.

>“There’s a learning curve with consumers,” Dr Coker told news.com.au.

>“Now, people are used to going to do the supermarket shop at 5pm on a Sunday and that’s their routine. With e-pricing, there might be a spread of customer purchasing behaviour as they come to realise shopping during the Sunday night peak hour might not be cost effective.

This sounds more like price gouging than anything else.

Uber charges more for rides during peak bar hours because there's not enough drivers to keep up with demand especially on drinking holidays. These supermarkets fail to understand economics. Charging more during peek hours doesn't mean demand is out pacing supply, it simply means on a day to day basic that's when most of your products get sold. It doesn't mean you're going to run out of that product and there will be a shortage of goods for the next few days.

People will just change their shopping habits and not shop at those stores during peak hours. This also opens up more competition for these stores as people will still want to get their shopping done during lunch or on the weekends so other store will offer discounts to attract that demand and a price war will ensue bring prices back down to normal. Also, more people would opt to have their groceries delivered to them during off hours and after paying the delivery fee that still might be cheaper. 

The e-price to me would only work during actually shortages of goods like before a hurricane or winter storm when people clear the supermarkets shelves.

http://www.news.com.au/finance/business/retail/could-australian-supermarkets-introduce-epricing/news-story/c67c44fddd5264b9414fc1cbf792a02c