Methods, systems, and computing devices for determining a price of a good during a time period are described. The method includes scanning, via a scanner coupled to a computing device or a server, a readable identification tag affixed to the good and querying the computing device or the server to identify, from the readable identification tag, the good and information associated with the good. The information comprises one or more price-calculation factors assigned to the good. The method further includes applying an algorithm of a dynamic pricing engine to the identified good to: calculate a price of the good and modify the calculated price of the good to optimize a target function. The optimization depends on the one or more price-calculation factors. The method further includes transmitting the optimized price of the good to a display for display to a customer.