The document discusses the changing landscape of price transparency and its implications for retailers' pricing strategies. It notes that with the rise of online shopping and price comparison tools, the high-low and everyday low pricing models will become ineffective as price transparency increases consumer price elasticity. Retailers need to verify their assumptions about competition, shopping behaviors, and how consumers obtain price information. They will also need to adapt by focusing on fewer key competitors and items, narrowing price gaps, strengthening value perceptions, and employing dynamic pricing. The document advocates investing in predictive competitor pricing tools to gain visibility into prices and develop more robust pricing optimization strategies in this new environment.