COOK is an excellent new cookbook. 600 pages of recipes from The Australian Women’s Weekly. COOK is beautifully printed. The Recommended Retail Price is $69.95. I ordered 100 copies even though my newsagency is big in books – I was glad to have the opportunity to play in a new space – especially with such a premium product and in the lead up to Christmas.
Then gorilla retailer, Big W changed my plans. In my centre they are selling COOK for $36.95. This is less than our buy price. Even before COOK is advertised by the publisher, Big W (Woolworths) is ruining the market for everyone. Dymocks has COOK at $59.95. That makes more sense – it’s where we expected to be. I’d have accepted Big W selling COOK for, say, $49.95, given their focus on being cheap. $36.95 is nuts.
The Big W strategy is to grab attention with a loss leader regardless of the damage done to a product along the way. Their pricing of COOK at $36.95 is arrogant. But, I have to cop it – such is competition. It reminds me of why I hate businesses like Big W. They are a cancer in the retail channel. They screw with consumer’s minds. They disrespect brands. They kill off the creativity of their employees. They squash small businesses – the standard bearers of community among retailers.
Gorillas in the jungle would have better manners.
Now, let’s see if we can be smart in how we compete.
Mark,
It makes me wonder at what price is the publisher selling this wonderful title to Big W at? I too have commited to a quantity of this product and a customer came in and politely advised me that ‘Big W are selling this title at a RRP $36.95. I therefore am ripping off my customers.’ What am i supposed to say to that? It’s not like i am only $5 to $10 cheaper!
Well done Big W for raping retail again, or maybe, well done to our industry partners that continue to sell these titles at a reduced price to the raper!.
Sorry guys but if I can get it cheaper then I will. Competition is tough but its good for consumers!
I am sure BigW is selling at a loss, no discount would have been given.
I think it is absolutely amazing that Big W has pushed the price so low!!! I agree with you, they must be running at a loss. I actually work for a Big W as a casual, and i find it particularly funny to read your comments on the corporation. Good work! You brought a smile to my day.