Kantar's Zybowski agreed that the future of pricing will look markedly different than it does today. However, she's skeptical that name-your-own-price tools will truly take off with retailers. The risk, she said, is perceived brand dilution, as such discounting techniques could not only "undermine the value of brand equity but change the dynamics in the marketplace."
Instead, she envisions a future where retailers offer a bundle of products for a fixed price, so they're not pulling apart a brand's price integrity.
Wal-Mart, for example, could offer a set number of meals for $50 a week, but make the call as to which foods are included. Along those lines, Waitrose — a UK-based grocery retailer — allows shoppers to pick 10 products from hundreds that are available, and save 20 percent.
"It's kind of a similar theme, but rather than a guessing game it puts shoppers actually in control," she said.
Similarly, as beacon technology begins to be adopted, and retailers fine-tune the science of sending more targeted offers, shoppers will increasingly receive personalized prices.
Take, for example, Kohl's. When using the department store's mobile app, shoppers can scan an item's bar code to see the starting price. From there, they can digitally apply their cash rewards or other discounts to see what their final price would be.
"There is definitely an opportunity [for retailers] as we start moving toward a more personalized pricing environment," Zybowski said.