Kelly Nelson

Matching Prices With Online Retailers
October 3, 2007

Often times customers wonder why we do not match online pricing.  Sometimes we'll make an exception which causes even more problems.  People, including employees, then think that matching online pricing is an acceptable practice.  Here is a very cut-and-dry list for your employees as to why they should NEVER tell a customer we will match an online price.

1.  We are a storefront.
     a.  We have overhead costs that online stores do not have.  We have lights, running water, air conditioning, etc.  (Who is going to pay for all of the toilet paper that those pregnant women use?)
     b.  We have the product for you to view.  No one wants to buy a stroller they've not folded or a chair in which they have not sat.  You can't get your hands on products from a website.
     c.  We have other products.  You can compare the product of interest with other brands and models to decide which product is best suited for your personal needs.
     d.  We have staff.  Employees can demonstrate a product in a manner that is impossible for a website.  Employees can also share valuable tips and tricks that are specific to that customer or to the region.  

2.  We are an independent store.  
     a.  We do not have the buying power of many online mass-merchants.  We pay more for products and therefore must adhere to reasonable margins.  Why?  See reason 1.
     b.  When you purchase products from a local independent, you are putting money back into the local economy.  This benefits not only this independent store, but also other local businesses.
     c.  We have service standards that surpass those of big box retailers and e-tailers.  Try getting help with a product after it is purchased from an online store.  

3.  Online policies vary.
     a.  A website may have "free shipping" but it may pertain only to certain items or to a minimum purchase amount.  
     b.  E-tailers have varying return policies or warranties.
     c.  Shipping may not be free and may need to be factored in.
     d.  As a retailer, it is not our responsiblity to go over all of the possible scenarios. 
     e.  Though you may not have to pay tax to have the item sent to you from another state, we cannot budge on tax in-store.  The government doesn't take kindly to tax fraud.

If you've presented these points to a consumer and they still want the online price, tell them to go ahead and get it online.  Make sure that they know you are not going to demonstrate the product, offer opinions or assistance, and that if they have a problem they cannot come to your store for after-purchase care.  If this doesn't do the trick, nothing will.  Let it go.  To the consumers who pitch fits, "Kiss my storefront!"

Posted by Kelly Nelson on October 3, 2007 | Comments (0)