Though I'd never recommend "lowest prices" as a unique selling proposition by our company, I notice many companies use a Price Match Guarantee or even a 110% Guarantee to convince customers to purchase from them and not the competition. I'd venture to say Price Guarantees are becoming "Ubiquitous Value Propositions" rather than unique!.  Our strength here is not only low price but also service. Many companies will only honor the price match before the sale, but a bigger issue is disgruntled customers who find a lower price after they've bought from you and seek a price adjustment. At this point Golden Gain comes in as the leader.  At least the price adjustment keeps the customer happy (and if issued as a credit may encourage a repeat visit or just a pissed off customer). Your attribution isn't muddled and you are guaranteed the sale.