For eBusiness & Channel Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	March 30, 2010 Higher Prices In Your Stores: OK Or Not? How Consumers React When Store And Web Prices For An Item Differ by Sucharita Mulpuru with Patti Freeman Evans, Kate van Geldern, Brendan McGowan

This is an excerpt

Executive Summary

Shoppers have a world of information available to them when researching and purchasing products online. Armed with price comparisons and product knowledge, wise consumers search for the best deals they can get. This behavior, of course, poses a problem for multichannel companies that must adhere to manufacturer minimum advertised prices (MAPs) and would like to offer lower prices in their Web channel in order to be more competitive with eCommerce pure plays. Companies with strong competition online have no choice but to compete on price to some degree, in spite of inconsistencies with their store prices, unless they want to lose market share. That said, clever multichannel retailers will figure out ways to drive incremental business by creating better site experiences, by exhibiting transparency whenever there is a price difference, and by honoring price matches.

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.