There's a whole slew of ways to scam retail prices. Sometimes customers used to just peel a price tag off one product and place it on another. (Store employees used to, less than 40 years ago, put a price sticker manually on every box. Then they'd key the price into the register.) Sometimes if there's a SKU sticker rather than the preprinted UPC sticker on the package from the manufacturer people will still try this.
This is a posted price, marked by the store. They'd need to forge it, the logo, font, etc.
That said, there are usually security cameras, and that would be fraud.
People shoplift too, so it is a similar type of crime.