If you can't beat them and you can't join them, then match them.
Target's decision to match prices on Amazon.com and other sites during the holiday season must have worked out pretty well because the chain announced that it is instituting the policy year-round.
Mark Schindele, senior vice president of merchandising operations at Target, told The Associated Press that the chain regularly monitors the prices of thousands of items sold by Amazon and its competitors. The decision to offer the price match guarantee is Target's way of assuring guests that it is committed to keeping their business.
"Guests can confidently shop at Target every day for the best value in retail," said Gregg Steinhafel, chairman, president and CEO, in a statement. "We know that our guests often compare prices online. With our new 'Price Match Policy' and the additional five percent savings guests receive when they use their REDcard, Target provides an unbeatable value."
How effective will Target's price match policy be in addressing showrooming activity in its stores?