Dive Summary:

• Price matching has caught on for several major retailers across the U.S. amid wide-scale criticism from some industry figures, claiming the tactic is not consistently applied on merchandise.
• Several popular U.S. stores are said to have implemented the practice including Walmart, Target and Toys “R” Us.
• Reports have surfaced regarding an inconsistent application of the promotion, which have been acknowledged by some major retailers. The reported reason for the lapse includes possible employee error when applying the policy to in-store merchandise.

From the article:

“The company policy may well be as intended in the ads, but the reality is quite different and apparently arbitrary,” said Hampton, 61, who said customers have complained that stores in neighboring towns cite different price-matching rules. “As one who managed the cashiers, it was necessary for me to know the exact nature of those restrictions, and I could never get a consistent answer. Today it’s this, tomorrow it’s that.”