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Wow: Target Stores Will Now Match Amazon's Prices

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Discount retailer Target has just announced a new price-match program today, effective immediately, that totally changes the online shopping game. The new policy guarantees to match the lowest price on equivalent items at Amazon and Target competitor Walmart.com, among other retailers—even if you discover the lower price after you've already made your purchase. Here's the official policy, per Target's website:

If you buy a qualifying item at a Target store then find the identical item for less in the following week's Target weekly ad or within seven days at Target.com, Amazon.com, Walmart.com, BestBuy.com, ToysRUs.com, BabiesRUs.com or in a competitor's local printed ad, we'll match the price. Price match may be requested at Guest Services prior to your purchase with proof of current lower price or by bringing in your original Target store receipt and proof of the current lower price.

It's the boldest move we've yet seem to combat showrooming, the now-prevalent shopping practice of browsing product in store, but purchasing via mobile—presumably for a cheaper price, and almost always via Amazon. A reported 82% of shoppers are doing it, and it's cutting in to brick-and-mortar profits in a big way. An Amazon price-match could potentially reverse that trend, as it's a huge advantage to customers. With the price match in effect, shoppers get the double benefit of cheapest price and not having to wait for shipping.

As previously reported, Walmart has also committed to e-commerce in a big way in the past year, amping up their website and experimenting with apps that improve the in-store shopping experience by letting you summon an employee and keeping a running tally of your bill. In terms of price match, however, they're policy isn't as compelling as Target's. According to the company's website, the retailer matches the price in certain types of ads but not the price listed on e-commerce sites (Amazon's or anyone else's).

What do you think? Is this a game changer? Knowing you can get Amazon's price matched, are you more likely to shop at Target? Would you rather pick up an item in person, or order it online? Speak your mind in the comments.
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