Big W has a catalogue out now in which they are promoting ink under the headline of Australia’s lowest prices. The problem for the company is that all their ink prices are not the lowest prices. Some maybe, but not all, not even half. Within a few minutes of checking competitor prices Big W would see that their prices are not the lowest.
While those of us beating Big W on ink and other prices can complain to the ACCC, history has shown that the corporate watchdog is less that strident in pursuing what I would call false and misleading advertising.
Small businesses, like newsagents, suffer from the marketing spend by national price-focused retailers like Big W. The Big W pitch appears to be built on the premise say something loud and long enough and people will believe it, regardless of whether the statement has any truth to it.
Politicians can show the strength of their commitment to small businesses by supporting us on this type of big business campaign that they beat others on price. It’s cheap, lazy and an affront to the small businesses that can’t afford to show that often times they (we) are actually cheaper.
Every newsagent selling ink should get their hands on the latest Big W catalogue and compare prices. If you are cheaper, tell your customers – through a big poster in-store or in the window and over the counter.
This is just like the recent Officeworks claim. They don’t have the lowest prices everyday despite what they claim.
Newsagents who can prove that Big W’s current ink prices are not the lowest in Australia should complain to the ACCC. Click here for addresses and contact points.