Walmart is ending a popular price-matching program and customers are furious.  The company’s explanation is that it already offers the lowest price on most items so there is no longer a need for the comparison check.  That is not what its customers say.  They claim Walmart is greedy and trying to hide price increases.  They have presented online their savings from the program as proof that the company doesn’t always offer the lowest price.  Walmart might wish now that it had never started the service.  It can’t go back without losing some shoppers or at least ruining its reputation with them.  It’s a lesson that not all customer aids are desirable.  Some can box a company in like the price-matching program.  Walmart is big enough that it can tough its way through this contretemp, but it might be asking why it had started price matching in the first place.

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