Target Combats 'Showrooming' With Price Match Policy

US retailer Target has launched a price-matching policy with the online shops of competitors including Amazon, Walmart, and BestBuy - as well as its own web presence, Target.com.

The scheme is an attempt to combat the 'showrooming' phenomenon, where shoppers compare prices on their phones in-store. That such a big retailer is specifically acting out against this shows how influential mobile devices are on in-store behaviour.

“We know that our guests often compare prices online,” said Gregg Steinhafel, Target chairman, president and CEO. “With our new Price Match Policy, and the additional five per cent savings guests receive when they use their REDcard, Target provides an unbeatable value.”