At Walmart and Other Retailers, Price-Matching Has Its Perils

Matching competitors is often more trouble than it’s worth

This Easter, Wal-Mart Stores debuted a TV commercial promoting its Ad Match Guarantee. An excited clerk touts the policy’s benefits to a shopper named Janette from Lithonia, Ga. “That price?” he says, pointing to an advertising circular Janette’s brought in. “Walmart will match it right at the register. And you don’t even need your ad!”

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