November’s A chat with Ashton Harrison, founder, president/CEO, Shades of Light

CS: What was your strategy to combat the Internet price competition?
AH: At first, we’d just wait until customers called and matched the price of the lowest priced competitor. Now we just match the price outright. So we lowest price match non-custom, identifiable items. It’s not that many items in our line, but if they are, we match.