Target Revives Dropped Price-Matching Program
May 20 2009
Retail Wrap >>

U.S. retailer Target dropped its price-matching program in 2002. But now it looks as though the retailer may be on the verge of bringing it back. Target has tested the program in two markets since March 15 and began a third in its own Minneapolis backyard on May 1.

The retailer has been matching lower prices in its competitors' ads at 22 stores in the Orlando area and 28 others in Denver for the past two months. The chain rolled out its "Unbeatable Prices. Guaranteed." program in Minneapolis and Medina earlier this month with the expectation that it will result in a national expansion of the price-matching initiative.

Target believes it has figured out a way to get around the problems it found in 2002. Then, competitor prices were verified at the checkout, causing delays at the front-end. Now, all pricing will be verified away from the checkout at the store's service desk.

Delia McLinden, a spokesperson for Target, told the Minneapolis Star Tribune that the program was being retested because they "want to speak boldly about value and low prices and give customers peace of mind."

Adapted from source: www.retailwire.com, 12 May 2009