The price matching policy has its negative effects but at the same time, it gives the opportunity to the best buyer to recover his sales among new online competitors. As CEO, I would maintain permanent price alignment because it is one of the few reasons why customers visit the store and purchase the product they need at a reasonable price. It is also worth noting that price matching may seem more convenient for customers because there is no need to wait for the product to ship, as not everyone can afford Amazon Prime to ship its products quite early. Another reason why I would maintain the price match policy is that the company can get more benefits if it adjusts the prices of showrooming products and at the same time places non-showrooming items with higher prices so that the company can recover the price. sales they lost by purchasing the products in the store. Customer service also plays a very important role when it comes to convincing customers to purchase in-store, because shopping is not always about getting the best price but also about having a shopping experience. Many people like the idea of ​​going shopping and physically seeing the products they want to buy, so if they have a great experience at the same time, they will probably prefer to buy at the store.