The newsagent’s prices are cheaper for more items than Officeworks – yet Officeworks promotes that they have the Lowest Prices.
The newsagent’s prices are cheaper than most of the prices from Staples – yet Staples relies on a lazy 100% best price guarantee to make it look like their deals are better.
Yet Officeworks and Staples crow that their prices are better, using a variety of attention grabbing language in their expensive marketing campaigns.
The other big difference between this newsagent and the two national businesses when it comes to ink is that the newsagent spends very little advertising their better prices.
Maybe the value actually delivered by a business is the inverse of what the business spends advertising that they offer value.
In this election year I would like firm promises from politicians from all sides about this issue – big businesses claiming their prices are lower or the best when they are not.
I’d like to see firm commitments to fund an office within the ACCC for reporting situations where companies claiming their prices are the best can be reported and penalties easily imposed, penalties of sufficient scale to change their misleading behaviour.
In the meantime, if you sell an item for less than one of these national retailers that advertises that they are they cheapest, promote your advantage. Name and shame them. We have to stand up for ourselves.
Click on the image for a closer look at the comparison.