Recently I have begun to see many other power tool retailers online add the WinBuyer comparison shopping plug-in to their sites. This tool displays the price of other competitors so shoppers will feel more comfortable making a purchase right then. I looked into this feature and there are a few different ways to run the program. It can be run to show a cross section of all the competition with the lowest prices. However I have not yet seen any power tool retailers running it in this fashion. Another way to run the program is to only display competitors that are more expensive; basically misleading customers into thinking they are getting the lowest price in hopes of an instant sale. I’m sure this works and may drive a little higher conversion but at what cost? At Ohio Power Tool we try really hard to build good customer relationships and have people trust us; I look at this as basically a less hands on way to lie directly to customers. I think if you want to show competitor’s prices than show them all.

Please comment and let us know what you think about this.