Consumers gain control of pricing decisions

Price comparison apps are yet another example of the customer taking control of the shopping experience, similar to a recent panel discussion about blogs and social networking. The technology certainly brings transparency to the pricing process that wasn’t there before; plus, the customer doesn’t have to drive across town for the lower price if there is a direct link to a website (with free shipping). The merchandising implications are profound, with increased movement toward exclusive brands and models to avoid just this sort of “wrong price” situation.

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