Merchants shouldn't worry so much about keeping pricing consistent between their bricks-and-mortar stores and online shopping sites, according to a new report from Forrester Research. "Most people don't even think of doing comparisons across channels. There's this perception that retailers feel they are losing because they had this policy of having to have consistent pricing," said analyst Sucharita Mulpuru. "It's OK if your prices are different in different channels."

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