Amazon has been a huge thorn in the side of most brick and mortar retail stores by way of cheaper prices, quick shipping, and a wider variety than any physical store could ever hope to carry. Now a lot of stores have given up competing with the online giant but not Target. Target had the balls to announce they would match Amazon prices for the entire year, as well as most of their other competitors.
The extended policy will also apply to competitors other than the internet retailer, of course, but Amazon has become the main threat when it comes to “showrooming,” a process where consumers visit physical stores to get a quick peek at products before ultimately placing an order online. Target also plans to match rates from Walmart, Best Buy, and Toys R Us if customers should find the same item priced lower there. You might expect that attempting to keep parity with Amazon’s basement pricing would wreak havoc on Target’s financials, but the company says that relatively few customers take advantage of the policy to begin with. Rather, it’s a move intended to bolster the company’s sagging retail performance.