Department store Magazine Luiza and Ogilvy & Mather Brazil created a URL shortner that does double duty and cuts down your prices as well. Customers search for an item online, copy the webpage address and place it into the shortening tool. A new link is generated, which searches the web for the same product with a lower price. It might be at Magazine Luiza, it might not -- but the effort proved that time and time again, that store offered better prices. The crash-the-market tool also forced competitors to keep lowering their prices, so the customer always won.