Big W is advertising HP 74 ink for $32.84. Our price is $25.95. Big W is advertising the HP 56/57 twin pack for $81.98. Our price is $69.95.
Big W claims to be committed to giving customers low prices on everything they sell. When it comes to ink, Big W is not offering low prices. Our newsagency and other newsXpress newsagencies with the Hot Ink! offer beat them on key popular items.
Where Big W can beat us is in convincing consumers that anything in a Big W store is at a low price. Kudos to their marketing for acheieving this. As is the case with some of their ink, the marketing claim is not maatched by aaction in store.
To be fair, there are plenty of products where Big W beats us. I’m happy to have a win.
4 responses so far ↓
1 Shayne // Feb 28, 2009 at 9:16 AM
Some more examples:
Canon CLI-8 photo pack-
newsXpress price $88.95
Dick Smith $108.87
Canon PGI-5 Black Twin pack
newsXpress $41.95
Officeworks $48.87
Officeworks has a full page ad in todays Telegraph stating “lowest prices” as usual. Its a shame they are allowed to make such claims without any evidence to back them up.
2 Nahcoob // Feb 28, 2009 at 10:47 PM
Officeworks can only make that claim because they have the bunnings-like price guarantee (find a better price and we will beat it).
3 Wendy // Mar 3, 2009 at 2:00 PM
Advertising trumps all. Customers believe the advertising they see (eg. lowest prices), so the best we (as newsagents) can do is advertise. Put out the flyers and brochures, or if you are small and independent, like us, put out the signs (we make our own) and add notes to customer accounts. The mentality is that newsagents are more expensive, but they have all those odd little things other places don’t have. Change that mentality by letting customers know the big boys aren’t always the cheapest!
4 Jarryd Moore // Mar 3, 2009 at 2:57 PM
Wendy,
Wise words. Advertising does trump all. It is the most powerful tool retailers have.
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