There’s something very black-coal-in-your-stocking about having a price-match policy that is 90% exceptions and exemptions. Your lawyers may think it is protecting you, but the only practical impact is that it associates your brand far more with declining a price match than agreeing to one.

The impact? Shoppers are discouraged from even trying your price match, which means you are losing more sales to rivals than you need to. The whole point of price matching is to preserve revenue, possibly at a cost of very slightly reduced margin. If you don’t want to price match, that’s fine, but saying that you’re matching and then exempting almost everything you sell is ludicrous.

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