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Target Unveils New Price Policy

The Minneapolis-based retailer appears to be addressing the fact that price is the priority for online shoppers.

Target on Tuesday announced a new year-round price match program, effective immediately, that will include online sites such as Amazon.com, bestbuy.com, walmart.com and toysrus.com.

This story first appeared in the January 9, 2013 issue of WWD.  Subscribe Today.

The Minneapolis-based retailer appears to be addressing several issues with the new policy: the fact that price is the priority for online shoppers and that consumers are increasingly comparing prices online before they buy. Target’s new Price Match Guarantee also sends a shot across the bow of competitor Wal-Mart, which has long emphasized everyday low pricing and has a policy that matches prices in competitors’ ads on identical items.

Target introduced its first price match policy in 2009.