Someone from the local Officeworks called my newsagency Saturday morning to price check a couple of ink cartridges. They said they had a customer there who buys ink from us and Officeworks wanted to price check because of their cheapest prices guarantee.
I was shocked when I heard the story from a team member who mentioned in passing. I was more shocked, however, when the team member told me they gave Officeworks our prices! They won’t do that again now they realise what happened. I have ensured we have a policy that all team members are aware of regarding price checking now.
But back to Officeworks. talk about lazy marketing. They don’t advertise the lowest prices, just that they will undercut anyone else. Our small business newsagency goes out there with genuinely competitive ink prices, generating good interest and Officeworks stands on the sidelines saying they will beat our low prices – if customers ask.
I bet most Officeworks customers do not ask to compare prices.
It is cheaper for Officeworks to spend big on general advertising of beating prices than advertising genuinely low prices. I think they do this because they think shoppers are suckers when it comes to pricing and that they will think because Officeworks advertises the price comparison they must have good prices to start with.
Officeworks is expensive for ink! I think their calling businesses like newsagencies to price compare is unethical.
This experience makes me want to work smarter and harder competing with Officeworks.