Mike Osorio's RetailWire Blog

May 12, 2009

FROM RETAILWIRE:
Target dropped its price-matching program in 2002. That, as they say, was then because now it looks as though the retailer may be on the verge of bringing it back. How much will Target's "Unbeatable Prices. Guaranteed." program help it achieve a stronger price image with consumers?

MY COMMENTARY:
Interesting to see so many comments on this topic. Clearly we are all shoppers in this segment!

I have always been a big fan of Target. I am "one of those" who avoid Walmart if at all possible due to the feel of the place. Target provides good prices (even if not as low as Walmart) with nice ambiance and some really cool product via their focus on design. Unfortunately, they have drifted in the last few years and lost some of their message. It didn't change my enjoyment of the shopping experience there but clearly Walmart gained share as they stayed true to their low price message and dealt with much of their bad publicity.

I haven’t seen the new price-matching program in action, but I will assume the two test markets have shown strong results or they wouldn't be expanding the program. Target is known for execution, so I will assume they have the bugs worked out of dealing with the customer requests. I think the marketing message is right for the times and as long as they keep to their design ethos, it will prove to be a good move.

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Target Revives Dropped Price-Matching Program

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