Target Announces Year-Round Price Match and Private Brand WINS!

Target price matchYesterday Minneapolis retailer Target made virtually every major news outlet with the announcement that they will now match prices customers find on identical products at online retailers. The new, simple, easy-to-use Price Match Policy that includes matching prices from top online retailers year-round, including and including If a customer buys a qualifying item at a Target store and then finds the same item for less in the following week’s Target weekly ad or within seven days on or in a local competitor’s printed ad, Target will match the price.

The official Target blog A Bullseye View sat down with Mark Schindele, SVP, Merchandising Operations, to find out more about the new program.

What changed from the previous Price Match Policy?
The new policy will combine Target’s previous price adjustment and competitor ad match policies into one cohesive Price Match Policy that now includes select online retailers. The new policy is an evolution of the price match that we offered during the holiday season. This past holiday season, Target offered guests the ability to match select online prices in our stores between Nov. 1 and Dec. 16. Qualifying online retailers included and (including

So was the Holiday Price Match Policy a test run for the new policy?
We received positive feedback about the Holiday Price Match Policy, and applied those insights to the development of the new, year-round program. We know that our guests often compare prices online, so we’ve introduced the new program—we always strive to provide competitive prices online and in our stores.

How will the new policy help Target offer the best value in retail?
We continuously monitor and evolve our programs to ensure we are exceeding expectations. Combining Target’s new Price Match Policy with the added 5% off guests receive when they use their REDcard creates an unbeatable value.

The move is the retailer’s latest attempt to “showrooming” — the much buzzed about trend for consumers to browse their stores to check out products, and then go online to buy the same products for less.

Although this may impact the sale of high ticket, low margin items in home electronics, baby and toys Target’s customer focused Private Brand portfolio will continue to shield it from price comparison and margin erosion in much of its store. Virtually all of home is either a Target Private Brand: Threshold, Room Essentials, etc or a licensed exclusive brand that is controlled by Target: Nate Berkus, Giada De Laurentiis , etc.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.