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"More and more people are demanding that prices online and in the store be similar," says David Dorf, senior director of technology strategy for Oracle Retail. "The fact that consumers expect more price parity means that there needs to be more collaboration from those silos of business... Gartner research vice president Kevin Sterneckert believes consistent pricing is imperative; he notes that 67 percent of consumers want the same price across channels. Still, he insists there remains a need to understand when and where conditions are right for channel-independent pricing.