October 28, 2012
In an attempt to thwart online competition, several brick-and-mortar stores are offering price match guarantees to boost holiday sales and encourage shoppers to make in-store purchases.
According to a national survey conducted by Harris Interactive on behalf of CouponCabin.com, "more than four-in-ten (43 percent) of smartphone or tablet owners have 'showroomed,' i.e. used their device to research and examine merchandise in a brick and mortar store without purchasing it there, then gone online to search for a lower price." Of those participants who showroomed a particular product, 97 percent say they subsequently bought the same item online for a lower price at one time or another. Although some stores already offer price match guarantees for local competitors' brick-and-mortar stores, they are now stepping up their game to compete with online retailers.
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