Low-Key Price Cuts Prove Effective

LAS VEGAS An Oklahoma retailer who lowered prices on 200 items to come as close as possible to prices at a new Wal-Mart supercenter that opened near one of his three stores said the stores benefited from not calling special attention to the pricing. When customers saw lower prices with regular shelf tags, they were impressed, and my sales, gross profit and overall mix improved, Jim Brown, president

LAS VEGAS — An Oklahoma retailer who lowered prices on 200 items to come as close as possible to prices at a new Wal-Mart supercenter that opened near one of his three stores said the stores benefited from not calling special attention to the pricing.

“When customers saw lower prices with regular shelf tags, they were impressed, and my sales, gross profit and overall mix improved,” Jim Brown, president and chief executive officer of Doc's Country Mart in Bixby, said during a pr

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