In this age of 24×7 digital shopping, consumers place more importance on price than perhaps any other value attribute. Retailers – in a constant battle to fend off price leaders like Amazon and Walmart – know that even though offering a low price may not win new customers, having high prices will certainly cost them existing ones.

As a result, pricing is more important than ever for both sides of the retail transaction. We surveyed retailers to find out how they are coping.