I personally don't like it when companies price match as it reduces competition and isn't in the interest of the consumer.
If another retailer knows that OCUK will price match them there is no incentive for that retailer to discount their prices further to drive trade, because they know that OCUK will also match it. the retailer therefore keeps their prices artificially high.
What currently seems to happen a lot is a retailer will (as mentioned above) sell a loss leader to tempt you to buy from them, if you are smart where you buy from you can buy multiple loss leaders from multiple suppliers and save quite a lot.
If another retailer knows that OCUK will price match them there is no incentive for that retailer to discount their prices further to drive trade, because they know that OCUK will also match it. the retailer therefore keeps their prices artificially high.
What currently seems to happen a lot is a retailer will (as mentioned above) sell a loss leader to tempt you to buy from them, if you are smart where you buy from you can buy multiple loss leaders from multiple suppliers and save quite a lot.