A customer yesterday wanted to buy the Melway street directory but they wanted us to match the K-mart price. K-Mart had sold out. Our price was $4.00 more. I explained we don’t match prices but we do have a discount voucher opportunity in place for $$ off her next purchase. She rolled her eyes.
It turns out K-Mart had sold out and this was the last Christmas gift she had to purchase. While I could have discounted, I resisted because I don;t want to get caught up in the price matching game. She bought the street directory and then two boxes of cards in a second purchase.
I think price matching marketing is lazy. It can also be deceptive. Good retailers will offer a competitive price for their product / service offering. Poor retailers will say we’ll match and then either sell product you cannot easily compare and or discount to ride off the traffic generated by the marketing of others.