Target Expands Online Price-Match Policy to Include Amazon, Wal-Mart

30 Sep 2015 | Author: | No comments yet »

Target Expands Online Price-Match Policy to Include Amazon, Wal-Mart.

Starting Oct. 1, shoppers will be able to match prices at 29 websites, including those of brick-and-mortar rivals like CVS Health Corp. Just ahead of the ultimate showdown in retail competition, the holiday season, Target is expanding its price-matching policy to include 29 online competitors, including Sam’s Club and Costco, the retailer said Wednesday.The discounter said it will now match prices on goods sold by, and Costco and Sam’s Club — a move that could save shoppers plenty just as the holiday shopping season is about to begin in earnest.

Previously shoppers at Target stores could go online to check for lower prices at only five online retailers —,,, and — to get the same deal. Now before buying — and up to 14 days afterward with Target’s new policy, up from seven days previously — customers can surf for deals at those sites plus, Macy’,,, and 19 others to find the best deals, and Target will match them.

Wal-Mart, the brick-and-mortar retail giant with an increasing online presence, has long had on its price-match list, but Target has not offered to match Walmart previously. It is also aiming to steal business — and market share — from rivals, according to CEO Brian Cornell, who was named to the top spot 15 months ago.

Wal-Mart Stores Inc., Target’s biggest competitor, also has renewed its focus on price in the past year, putting pressure on suppliers to lower their costs. Under the new price-matching policy, consumers looking for such an item could save more than $80 by telling Target that the same bike is sold on Amazon for $319. AAA Energizer batteries were 50 cents cheaper on Amazon than on Target’s website and a pair of men’s Georgia Boot work boots, priced at $99.99 at Target — pre-price match — could cost you 25 percent less once you told Target that Amazon was selling them for $74.21. “These are simple changes, but they mean a lot for our guests,” Jason Goldberger, president of, told a packed room of 13,000 store managers at a recent meeting held in Minneapolis, according to the AP. The new policy is meant to create a more seamless experience for customers and to better compete in specific categories, such as drugstores, wholesale clubs and furniture, says Jenna Reck, a Target spokeswoman. “As we’ve seen our online business grow and we’ve seen that be so price competitive, it’s just important to transfer this to online as well so you’re getting one experience whether you’re shopping in stores or,” she says. Target’s latest change in policy follows the lead of Walmart, Best Buy and Staples, all of which match their online prices with online rivals, the AP reported.

Even with recent successes and adoption of online-friendly policies, the question remains over whether Target can compete with large rivals Amazon and Wal-Mart. Sucharita Mulpuru-Koadali, an analyst at Forrester Group, told the AP that fewer people take advantage of price matching when they buy a product online versus buying it in a store because the process is more tedious. Price has become an all-important selling point for retailers as online competition increases and more consumers turn to their phones and the Web to comparison shop.

Neither brick-and-mortar retailer, however, has offered a competitive equivalent to Amazon’s “Amazon Prime” membership, which offers free 2-day shipping nationwide, along with other perks. Though is considered a major competitor, Target doesn’t have as significant an overlap with the online retailing giant as some other retailers in at least one category. According to data from Boomerang Commerce Inc., overlapped with on just 77 of 1,200 consumer electronics items surveyed, compared with 240 at

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