Noted: While estimates vary, observers think that only about 1% to 5% of eligible customers may utilize their price matching perks. One big reason: the numerous hoops one has to jump through. “The search costs are very high and the rules may be quite restrictive when it comes to determining what constitutes an identical product at a competing store,” says Noah Lim, a marketing professor at the University of Wisconsin-Madison’s School of Business.
Office of Strategic Communication