Is price matching a good idea for retailers?

Should prices be the same online and in stores? We discuss one of the biggest challenges faced by the retail industry today: price matching.

Imagine a customer enters a store with the aim of buying something specific. They find it at what seems an acceptable price and head to the counter. 

However, while waiting in line, they pull out their smartphone and run a quick check of your online store. They're surprised to find the same item online with your same company but offered at a much cheaper price.

What does the customer do next? 

If the item can wait for tomorrow, they might be tempted to save some money. They return the product to the shelf, buy it online, and have it delivered to their front door instead (although possibly with an extra delivery fee). If they surpass a certain order value, they might even be able to avoid delivery…