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As supermarkets increasingly use price fluctuation strategies to confuse shoppers into thinking items are continually on offer, Labour MP John Denham is proposing to counter this advantage with a ’Supermarket Pricing Information Bill’ to make supermarket information available to customers and developers “to design apps to compare shopping baskets, scrutinise pricing promotions and highlight dodgy deals. ” MySupermarket.co.uk already offers graphs displaying changes in prices. This has revealed pricing strategies such as ‘yo-yo pricing’. The counter consumer apps would potentially learn from these records to predict a drop in price, offering customers an algorithmic upper-hand in getting the best price. Supermarkets may choose to counter this with smarter pricing algorithms, prompting an algo-trade effect on supermarket shopping.