GAME to stop price-matching supermarkets

Retail chain decides to stop keeping pace with the big discount mob
Matthew Turner

September 9, 2011

An internal memo from UK retailer GAME has been leaked, outlining the chain’s intention to stop lowering prices in order to match supermarkets.

However, the memo did state that the company would be doing all that it can in order to match rival competitors.

However, non-video game specialist stores will not be matched as GAME believes that, in the current market, these shops are losing money.

The memo reads: “In the past we’ve price-matched against retailers like HMV, supermarkets and WHSmiths. The market has changed and those retailers will often make a big loss on individual products just to get customers in store.”

GAME stresses that it believes that it’s one of the better value for money retail chains in the industry, and that it’s constantly watching competitors.

This new plan will come into action towards the end of this month; the full memo reads: “We check our prices against our competition thoroughly each week, and through trade-in value, bundles, exclusive products, reward and elite cards, and expert advice we offer better overall value to our customers which is how we win their loyalty.”

“Consequently, from Monday 26th September, we will no longer offer a Price Promise policy on Preowned or Mint selling prices in every town in which our stores trade in both brands.”

“But there are other experts out there, and we won’t be beaten on price by them. Your regional manager will confirm if you have a specialist retailer that you need to price match against. Our Price Promise only covers products from specialist retailers within the same town.”

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