The Internet has given lots of shopping power to consumers and made price comparisons infinitely easier than they were in pre-web days. This has had the effect of speeding up the commoditization of products which, in turn, forces merchandise into faster product lifecycles. For instance, research company GfK tracked the price of a digital camera sold on the Internet versus in a store. From an equal offline and Internet launch price in March 2005, the offline price had fallen by 16% by April 2006 while the online price had fallen by 22%. Our first speaker will discuss what e-retailers can do to make sure they are getting the right price for their merchandise, how to conduct price research and how to make sure that pricing managers are applying the right analysis to the data they gather. Our second speaker is from a retail company that successfully implemented an online pricing strategy, then found ways to move beyond pricing as a differentiator. He will discuss how the company keeps up with competitors’ prices, how it decides to respond and when not to and how the company uses other factors, such as customer service and product selection, to allow itself to play the pricing game less often.