The price matching policy has its negative effects but, at the same time, it offers the best buy option to recover sales among new online competitors. As CEO, I would maintain permanent price matching because it is one of the few reasons why customers visit the store and buy the product they need at a reasonable price. Also the fact that price matching might seem more convenient for customers as they don't have to wait for the product to ship because not everyone can afford Amazon Prime to receive their products soon enough. Another reason why I would continue the price matching policy is that there are more benefits the company can get if they match the prices of the products in the showroom and at the same time place non-showroom items with higher prices so that the company can recover the price of lost sales by purchasing products from the store. Customer service also plays a very important role when it comes to convincing customers to buy from the store because shopping is not always about getting the best price but also about the shopping experience. Many people enjoy the idea of ​​going out shopping and physically seeing the products they want to purchase, so if they have a great experience along with that, they will most likely prefer to purchase from