Why The Euro Gives Retailers Nightmares
TEETHING PAINS
Enticing prices such as DM9.99 won't look as good in euros, and rounding the euro price down will slice retailers' margins. They may have to make up the difference by repackaging or repositioning products.
ANXIOUS BUYERS
Worried that stores will use the euro as an excuse to hike prices, shoppers will be on the lookout for gouging. Any upward price adjustments could send them scurrying to competitors.
DOUBLE ENTRIES
Retailers who deal with multiple European currencies will have to offer exact conversions, without collecting a cent for the service. During the euro's phase-in, they foresee accounting and logistical snafus.
DATA: BUSINESS WEEK
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