Target Wants To End ‘Show-Rooming’ By Matching Prices Year Round
DENVER (CBS4) – Attention shoppers — Target has upped the ante in the fight for customers. It’s stretching its holiday campaign to match prices year round.
The retailer is now going after Amazon by price matching year round. By matching Amazon’s prices, Target is ensuring that customers won’t check out a product in the showroom of one of its stores and then order it for less from Amazon. The practice is effectively ending show-rooming in its stores.
The rules for price matching at Target are as follows:
— The retailer will match the price if the customer finds the same item at a lower price within a week on Target’s website or the websites of Amazon, Walmart, Best Buy and Toys-R-Us.
— Target will also match the price when a customer buys an eligible item at one of its stores and finds the same item at a lower price in the following week’s Target circular or in a local competitor’s print ad.
Tuesday’s announcement comes after Target reported that sales in December were flat from a year earlier.
While the move is bold, it may not have a huge impact on Target’s bottom line. In November, Target CEO Gregg Steinhafel downplayed the significance of the company’s holiday price-matching policy, saying Target doesn’t see a lot of price matching in their stores. However, Target believes there is an advantage to offering this savings to their customers first.