Breaking Up the Retail-Price Confusopoly
Harvard Business Review
NOVEMBER 30, 2010
Amazons price (even with nominally free shipping) has to include the costs of getting the product to your home. So the good news for the store is that you are paying part of the shipping costs just by being in the store and being willing to take (i.e., However, there is a big reason why the store might be more expensive.
14 
Let's personalize your content