The episode of The Checkout last night on ABC TV was terrific in covering the lowest price guarantee tactics of Officeworks, Bunnings and some others. If you missed it, watch for the episode on iView. The evidence they presented is an indictment of these large retailers and how they dupe consumers with expensive advertising promoting pricing benefits that are all too often not reflected in the reality of their shop floor pricing.
We need to bring it to these retailers, price comparing and showing our customers where our prices really are better – as is often the case.
A few months ago I was looking for new ink for my printer. Went to Officeworks, all they had was a multi-pack with an extra black cartridge my printer doesn’t need. (i.e. 2 blacks plus 3 colors when my printer only needs one of the blacks).
Went to a local shop that does ink (not a newsagent but a small business dealing mostly in ink and tech stuff) and they had exactly the 4 cartridges I needed AND they were cheaper than Officeworks.
Newsagents (and other small businesses) that have things like ink and know they are cheaper than the big boys should shout it from the rooftops. Not only would they get increased ink sales but people may well buy other things at the same time and get the benefits.
@ Jonathan, we do shout it out. Many times a day. But many people believe the lies that these corporate giants tell in their advertising.
Either that, or they get our price in writing (brochure) and then go the Officeworks and we get beaten by them anyway.
This is a very dishonest and incredibly lazy tactic by Officeworks in my opinion.
Thing is (and most of our customers realise this) that once the little competitive stores like us are gone, the corporate giants can then charge what they like.
Please continue to support small HONEST businesses and we will survive to give you the best possible prices, knowledge and service available.
I agree with you 100% Subaru – dishonest and incredibly lazy by Officeworks.
We actively promote price competitiveness in-store and using flyers to thousands of homes out of store.
What we can’t match is the ad spend.
Mark, I am concerned this could be a form of false advertising. How can you advertise to be cheaper on an item other retailers can not carry. Years ago these items would be advertised as exclusive to a particular retailer, but no longer.
Greg it is I am sure. The ACCC has had some things to say about it. I’d like to see a more thorough report – while The Checkout coverage was good, a more serious damning approach would be better.