Target on Tuesday announced a new year-round price match program, effective immediately, that will include online sites such as,, and

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.

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