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Rural King Supply prides itself on consistently maintaining low and competitive prices on literally everything they sell in their outlets across the US.

They are so bent on giving this benefit to their customers that they have an official price matching policy. Rural King will price-match any identical products sold by its competitors, both online and in-store. 

However, Rural King does not price-match with Amazon or any other third-party sellers such as eBay or Walmart.

Nonetheless, they claim to constantly compare their prices with Amazon's to ensure that their products cost as low as on Amazon or lower. In any case, all price matches have to be approved by the customer care service.

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Which Stores Does Rural King Price Match With?

Rural King price matches with competitors selling general merchandise within the same locality as any of its branches.

Some stores that RK's price matches with are Costco, Lowe’s, Navy Exchange Service Command, Tractor Supply, Ecotec, and Colin’s. 

Can You Price Match Guns?

price match with other gun store

Yes! Rural King Guns will price-match any guns that are priced lower on their approved list of retailers.

Their gun retailers include Fleet Farm, Sportsman’s Warehouse, Dunham’s, Big 5, Atwoods, Academy Sports, Mills, Turner’s Outdoors, Cabela’s, Scheels, Dick’s Sporting Goods, Field & Stream, and Bass Pro. 

As long as the Rural King customer care can verify that the prices are current and the guns are in stock, you have yourself a deal. 

Does Rural King Price Match Items That Are On Offer?

No, it does not. Any items that are marked as offers, flash sales, clearance items, liquidation sales, limited quantity, or special hour sales do not qualify for a price match by Rural King.

The prices have to be regular with no special clauses attached. Other factors that disqualify items from the price match policy include:

  • Items sold outside what the Rural King management considers the ‘local market range’.

  • Items from third-party sellers like Amazon.

  • Items that are not 100% identical to what you want to price-match.

  • Items with incorrect pricing or whose offer pamphlets have been misprinted.

  • Prices of installation and shipping services. 

Can I Get a Price Match for More than One Item at a Go?

Bulk Shopping

Yes. Bulk shopping does not disqualify you from the price matching policy.

You can price-match more than one item or different items at a time, as long as they all fall within the terms and conditions of the Rural King’s Price Match Policy. 

Tips To Help You Save a Lot While Price Matching

With price matching, you get the best possible prices on items you often use, such as groceries, saving you a whole lot in the long run.

Price matching is not standardized for every retailer and the store has the discretion to create preferred rules around their price matching policies.

For instance, while one store will only do a price match before you have purchased an item, another may refund you the difference if you bought an item from them and then went on to find a lower price elsewhere. 

Here are some tips you can use to make the most of price-matching policies.

Keep it Local

All retailers with a price matching policy will only honor the policy if the item presented is being sold by a local competitor.

Local means that the stores have to be within a specified radius. So, to avoid a decline, keep it local. 

Identity Matters!

It can’t be two different brands of spaghetti.

Price matching only applies to items that are completely identical in every way; weight, brand, barcode, and packaging.

Compare the items carefully before asking for a price match. 

Where is the Proof?

For your price matching to go smoothly, you have to present proof. Word of mouth will not suffice.

You need to have a link or a flier or a purchase receipt clearly showing the lower price. 

Is the Item Still in Stock?

Among the list of terms and conditions set by stores offering price matching is the requirement that the item must be in stock.

If the item is no longer in stock, all the other factors don’t count. So, before invoking the price match, make sure the item is in stock, either in-store or online. 

Not all Price-matching Policies are Equal

Get to know exactly what the price match policy states so you can take advantage of all the possibilities.

While some stores will exclude certain items, others will include them, and while many stores exclude special price offers, some stores allow it if you are purchasing a single item only once during the promotion.

Check that your store is willing to match prices if the competitor is an online store. Sometimes, physical stores have strict rules regarding online stores. 

Bonus tip: Keep your Eye on the Checkout Page

If your store has volunteered to be part of the Scanner Price Accuracy Program instituted in 2002, then, in the event of an overcharge or the UPS code returns an error, you will be entitled to receiving the item you are purchasing for absolutely no charge if it is within the $10 price range. You will also get 10% off if the item falls beyond the minimum price of $10. 

Types of Price Matching Policies

Although price matching is a common policy in the giant retail space, each company chooses how to implement it.

Here are the different ways a company may implement this consumer-centered policy:

1. The Price Beat Policy

This is when a store gives a guarantee to beat any price offered by a competitor on a similar item sold in both stores.

2. The Price Protection Strategy

Another way a store can actualize the price matching policy strategy is to match its own price. If, for example, a specific item goes on sale after you have already purchased it, the store can refund you the difference.

3. The Standard Price Match Policy

Matching prices with competitors is a policy that stores implement upon the realization that competitor stores are selling similar products and services at lower fees than them. It is mainly a sales and customer retention strategy rather than anything else. 

4. The Post Purchase Policy

If you visit a store and realize that you paid higher for an item than you would have if you had purchased it in the store you are in, then you can go back to the store where you had shopped earlier and show them proof of the lower price. With this policy in place, the store will facilitate a refund of the difference or give you store credits for use at a later time. 

Pros of Price Matching for Retailers

Increase in Sales

There has to be a pretty good reason why all the retail giants like Rural King apply the price matching policy. The obvious one is a boost in sales. 

Better prices almost always mean better sales, at least in the long run.

A store must study industry trends carefully and understand its customer base very well for this strategy to work for them. 

The second reason stores employ the price match policy is that it promotes customer loyalty.

Giving your customers a guarantee that they will always get the best prices when they shop at your store works!

Rural King has maintained the price guarantee identity for years and continues to live up to it.

This way, customers will always check with you before attempting to purchase from anywhere else. 

Third, price matching enhances your resilience in the marketplace.

Considering that it is mostly the big stores that implement price matching, adding this to your store’s policy kind of places you in the big league, and you gain more mileage with customer confidence, which in turn affects your revenue and long haul success. 

Cons of Price Matching for Retailers

Sad retailer

Despite the return on investment stores get upon implementing price matching, there are some inevitable downsides to this policy.

With every strategic move, it is essential for stores to analyze the risks involved and mitigate them as best as they can.

An obvious downside to price matching is smaller profit margins. The moment you decide to offer prices that are lower than the rest of the market players, you choose to embrace the smallest margins.

This requires you to put in more resources in marketing your price matching policy for it to gain traction and allow you to sell enough units for the margins to make sense, or just to break even.

Without the means to do heavy marketing, the price match policy may not be for you. 

Another price match downside is the risk of finding yourself in a perpetual price war with your competitors, where everyone is competing for the lowest price.

These wars can threaten your financial stability as a business due to extremely low profitability and, in some instances, losses.

Seek to strike a balance between drawing in customers with a price-match policy and maintaining reasonable profitability. 

Lastly, you risk losing customers if you fail to price-match a competitor who goes lower than you are willing to go.

Larger retailers like Rural King or Walmart can take these risks because they have a bigger market share than most general merchandise stores. Assess the risks before implementing this policy. 

Is there an App I can use to Price Match?

Fortunately, yes. You can now use your smartphone to price-match from the comfort of your home, just before you head out to shop.

ShopSavvy, Moolah, and Paribus are some of the Applications you can use for this purpose.

They work on both android and IOS phones and can easily be downloaded from leading play stores.

How does a Price Matching App Work?

Well, if you scan the barcode of an item, the App will search through the catalogs of nearby retailers and show you their prices for the item you seek to buy.

Paribus has an added feature; it monitors the items you have previously bought and alerts you whenever there is a price drop.

It then reaches out to the retailer from where you had bought the item at a higher price and requests a price match refund on the difference.

And guess what, Paribus is free, which means there are no deductions on the refunds you get from stores!

Another snazzy App is known as Moolah, which works almost like Paribus, but isn’t entirely free. Once your refund is processed, they will deduct 20% off as a service charge. 


To ensure price matching works for you, read the fine print in every price matching policy you come across.

As well, do your prep work in advance to make sure you qualify for a price match. If you are a customer, the policy will save you substantial dollars and help keep your expenses in check.

However, if you are a smaller retailer, the policy may eat into your margins, unless you can muscle enough sales and reap the benefits of the economies of scale.