Feature: The Price is Right

The Omnichannel Conundrum
Retailers, especially omnichannel retailers, face a conundrum: Should they price a product the same online and in-store?

If they do align prices and find they aren't price competitive online and need to make a change, it can be a nightmare to change prices in-store, especially if the pace of change is constant. If a company tries to deal with the problem by offering to match their own online prices or that of their online competitors, it creates another set of complications and it will start down the path of matching the lowest competitor. Price matching the lowest competitor is often a losing strategy, as most online retailers don't have the fixed costs that brick-and-mortar retailers have.