Price matching faces scrutiny

Customers complain about inconsistencies on programs, lack of staff knowledge

Retailers' price matching strategies are facing closer examination as customers complain there's no consistency in programs from store to store.

Some retail analysts are saying the marketing tactic doesn't come without risk, especially when it comes to the management of programs.

In the U.S., where price matching has been a way to lure cautious shoppers, several retailers like Walmart with its Ad Match Guarantee, are dealing with increasing criticism that the program is being inconsistently applied from store to store.

Experts say that more extensive training of staff and store managers is needed to avoid confusion on price matching policies.

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