And how about charging more in store than online?

I find your Wal-Mart anecdote interesting, because the chain supermarket that I use is the exact opposite.

I buy the same items from the same store every two weeks (then supplement at neighborhood stores). Sometimes I shop in-store, and sometimes I get delivery. But the two-week shopping list is so unchanging that I even use the shopping list on the delivery web site when I'm walking through the aisles.

Because of this, I notice that the supermarket charges more for products being delivered than those retrieved in-store. Sometimes it's enough that I'll text my wife a picture of the price tag in the store, followed by a screenshot from the store's delivery web site.

Recently from memory, a 12-pack of ginger ale was about $3 more for delivery than in the store. But I'd say overall, probably 80% of the items I buy regularly are cheaper in the store.

These days, I only get things delivered if I have other significant obligations that warrant paying a 10% delivery markup, plus the delivery fee, plus a tip.

I think the price discrepancy between in-store and delivery is the reason that so many supermarkets I've been to recently (and also Macy's) have zero cell phone service under their roofs.