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Attack e‑tailing. As suggested by the name, this is an aggressive competitive 

approach that involves frequent comparison with competitors’ prices and then 

matching or bettering them. As customers increasingly use shopping comparison 

sites, it is important that companies ensure their price positioning is favourable. 

Shopping sites such as Rakuten.com (www.rakuten.com/) and Even Hotels (http://

evenhotels.com) can now find the prices of all comparable items in a category but 

also guarantee that they will beat the lowest price. These sites have implemented 

 real‑  time adjustments in prices with small increments based on price policy algo‑

rithms that are simply not possible in traditional retailing.