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While price helped retailers maintain margins while moving excess inventory during the worst of the "Great Recession," survey respondents report that they are now turning to price to drive sales much more so than in the past, not out of a competitive response necessarily, but simply to entice consumers to buy. That doesn't mean that competitive pricing is not an issue, only that it has moved from a strategic one to more of an operational concern. In a more complex, multi-channel world, retailers are also focusing on how to measure the impact of their pricing decisions.
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