Major retailers take on their online competition head-on.
Heading into the holiday shopping season some brick and mortar retailers have decided the best way to confront competitors in the digital world is to go digital themselves.
Even the giants of retailing say some of their biggest competition isn't only the store next door, but the store online.
"They know people are going to be whipping out their smartphones and pulling up to see what is Amazon's price, what are the prices online," says SmartMoney.com's Kelli Grant.
Stores like Toys R Us and Target have decided to get aggressive, just in time for the holidays.
Price-matching, layaway and free shipping are all steps physical stores are taking to avoid being something other than a showroom for their digital rivals.