In a national discount variety store yesterday I noticed that half their Easter chocolate is being discounted lower than their already discounted price. Some of the lines are selling for less than the wholesale price paid by newsagents if they purchased these lines. I notices a nearby Coles, too, was discounting some Easter chocolate lines.
I don’t get businesses disrespecting brands during peak season by discounting. It speaks to their poor point of difference that it comes down to price.
Shoppers who purchase on price are less like to come back, unless you entice them on price.
Our Easter offer in the newsagency does not compete with these other retailers. Deliberately, we have an offer which cannot be price compared, an offer which appeals for reasons beyond the traditional everyday Easter product. In one category we are already well up on last year.