Target really, really wants you to stop buying stuff on Amazon.
The retailer announced today that it’s introducing year-round price matching to its online store. With the move, Target seeks to prevent consumers from checking out items in its stores and then buying them for less on Amazon, an increasingly prevalent process known as “showrooming.”
It’s not all about Amazon, though. Target will also match prices from rival retailers like Best Buy, Toys “R” Us, and Walmart — though none of those stores come close to the threat posed by Amazon.
But will it work? Probably not, and for one main reason: Price-matching requires too much effort, and most consumers are unlikely to even bother doing the homework required to take advantage of it.
Even Target CEO Gregg Steinhafel has downplayed the utility of price matching for consumers. “We don’t see a lot of price match activity in our stores,” he said in November.
If Target is really serious about year-round price-matching, it should make the process as frictionless as possible. “Price-matching” may sound good on paper, but Target has a long way to go before it rewires consumers’ brains to think of it, not Amazon, as the lowest price guarantor.
VentureBeatVentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative technology and transact. Our site delivers essential information on data technologies and strategies to guide you as you lead your organizations. We invite you to become a member of our community, to access:
- up-to-date information on the subjects of interest to you
- our newsletters
- gated thought-leader content and discounted access to our prized events, such as Transform
- networking features, and more