Beauty Store Business

FEB 2016

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Marc Birenbaum Executive Editor mbirenbaum@creativeage.com 4 February 2016 | beautystorebusiness.com Editor's Note "Shoppers can get something right away at a fair price while supporting the local economy." PriceLocal Offers Local Shopping at Amazon Prices DOES YOUR BRICK-AND-MORTAR store sell beauty products that are also offered via Amazon Prime? If so, consider checking out PriceLocal—a new, free service that helps retailers compete with Amazon by offering online shoppers Amazon Prime price matches with same-day pickup from local stores. Former Borders executive Matt Cho- sid founded PriceLocal, which launched nationally last November. It's based in Ann Arbor, Michigan, where there was a successful pilot program last year. It then expanded into three other test markets. The service is free for both consumers and retailers nationwide. It works with any brick-and-mortar retailer that sells any products that are available on Ama- zon Prime. (Note: To avoid any confusion over comparing prices with and without shipping charges, PriceLocal only works with Amazon Prime products—where the shipping charge is "free.") "Amazon is a juggernaut that impacts the ability of local retailers of all sizes to compete, while consumers have the per- ception that shopping locally will be more expensive," says CEO Chosid. "PriceLocal is a win-win for shoppers and retailers. Shoppers can find and get something right away at a fair price while supporting the local economy. And local retailers can level the playing field with Amazon by turning local online traffic into increased sales and foot traffic." A case can be made for PriceLocal's consumer appeal. Research from The Boston Consulting Group shows that a vast major- ity strongly value same-day possession of their purchases; and research from American Express indicates that a vast majority believes it's important to support local businesses. "By helping shoppers find the products they want at a local store willing to match the Amazon [Prime] price, PriceLocal turns the corrosive 'showrooming' trend on its head and drives consumers back into local stores, where retailers can capitalize on their strengths—providing great service and putting products in shoppers' hands today," adds Chosid. Shoppers start their search at getprice local.com. After installing PriceLocal for Chrome, Firefox or Safari on their desktop or laptop computers and finding a product on Amazon, users click the "PriceLocal" button—sending a price-match request to participating local stores. If a local store has the item and is willing to match the Amazon Prime price, shoppers get a coupon for the item at that price—which they can print out or show on their mobile phone when they go into the store. Retailers sign up at ge t p r ic elo c al.c o m/r e t ailer s/sign _up. (There's a "beauty supply store" option!) After signing up, PriceLocal retailers receive Amazon Prime price-match requests from local shoppers, which they can turn into foot traffic with the PriceLocal mobile Web app for retailers. Neither retailers nor shoppers need to be members of Amazon Prime to use PriceLocal. ■

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