Pricing Wars Make A ‘Punch And Judy’ Show Of Retailing: Running For Higher Ground

The back-and-forth, whack-upside-the-head of retail pricing has attained a dizzying speed. Just as the customer gained the balance of power by unabashedly “showrooming” (going into the store for information and education, then scanning bar codes to find a better price elsewhere), the tide is turning again with a couple of disruptive, high-tech strategies on the retailers’ side. In fact, the entire pricing and discounting game is getting so complex and chaotic that it may very well drive both consumers and retailers over the sanity cliff.

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