Target announced today it will begin price-matching a group of popular online retailers year-round. The new policy goes into effect immediately.
The Minneapolis-based retailer had introduced temporary price-matching with online retailers during the holiday season. The new year-round policy includes Amazon.com, Walmart.com, Bestbuy.com, Toysrus.com and printed ads from local competitors.
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Several media commentators see the move as an effort by Target to end "showrooming"—going to a physical store to pick out a product, then ordering it online at the cheapest rate.
The announcement comes a few days after Target reported relatively flat sales figures for December.
Target says customers can request a price match prior to buying an item or up to 7 days after a purhcase is made. Proof of the competitor's price and a copy of the original Target receipt (if making a request after purchase) are required.