I popped into their mega sized store in Coventry recently and trundled along to the coffee aisle to see if there were any special offers to tempt me when I spotted that not only were there not any ………
“Buy two for only £6”
Or any such similar tempters but instead I espied a host of little shelf labels proudly gloating that they were the same price as Tescos. Now I don’t know about you but I have always found this form of self congratulatory preening irritating to say the least.
You expect it from school children. The teacher congratulates the slow child in class for having nearly bust a blood vessel in order to get most of their times table out in nearly the right order, when the brainy but lazy one at the back petulantly moans and points out that they too got that many right.
However we see an awful lot of this in marketing today, only yesterday a bus wobbled past me in town, its side yelling at me that “So & So’s Jewellery Store Would Match Any Price Anywhere Including The Internet”
Now I like a bargain as much as the next person, but this is not better than, this is the same as!
What these companies are doing is to get us the customers to undertake their market research for them. They can’t be bothered to find out what prices their competitors are charging so they get you to do it for them. If you can’t be bothered then they’ll begrudgingly charge you over the odds. If you do take the time and trouble they graciously come down to the same price that you could have gotten it for when you were in the other shop down the road half an hour ago. Well Whoopee Doo!!!
We can see what’s in it for them, they stand a chance of selling their goods either at an inflated price or at the going rate without having to wear out their own shoe leather trudging around conducting their own retail intelligence. But, what’s in it for me and you? Umm ….. nothing really, you could have still have gotten at the same price earlier on. Cheeky bastards!
What Sainsburys were doing is parallel to the “You tell us how cheap we should be…” as it was saying “On this particular occassion we can match the others price.” But it’s like politicians and children, you quickly learn to listen to what they are not saying in order to get the bigger picture.
The politician that says “We have saved £XX K from the defence budget is admitting they haven’t supplied our fighting soldiers with enough equipment to protect their sorry arses whilst fighting some other fuckers war over in Kyzakibolloxstan. The child that simperingly snuggles up to you and slowly sighs that they have cleared up all the mess in the kitchen for you, is really telling you they just broke the casserole dish given to you as a wedding present by Aunt Matilda.
So there I was amongst Sainsburys coffee shelves, joyfully admiring their pride at being as generous as Tesco, when I was politely interrupted by a member of staff who enquired if I needed any help.
“Do you need any help?” She interrupted.
“Well……….” I hesitated, I had issues here and did’nt want to appear rude to the nice lady who was merely doing her job and as such was obviously many steps removed from the jumped up eager young graduate in Head Office Marketing who had decide it would be a super idea to waste some of the marketing budget by gloating that Sainsburys were proud to have managed to be as good as Tescos.
“You see…” I tried again. “I notice your prices are as good as Tescos, but what I want is better than Tescos, if only by a penny, then I can see something in it for me.”
“I know exactly what you mean.” She sympathised with me. “When I was told to stick those on the shelves I also felt it was an insult, after all I too am a shopper, and I felt iritated by it. After all, these stickers weren’t free, they cost Sainsburys to have them made in the first place.”
We both agreed there wasn’t much evidence of joined up thinking going on here. I proclaimed then and there to go to Tescos and check this out, and if it turned out to be true I would then buy my coffee from them and reward their initiative over prices by patronising their coffee coffers!
But it got worse, as I slowly ambled away I read another shelf sticker, this one yelled at me that I could buy some packet of undesirable nonsense for 3np less than Tesco. You would be forgiven for thinking this was exactly what i wanted to see, evidence of a benefit to me.
However I was now forced to conclude a completely different scenario was evident. One one side of me was a child pointing out that coffee was the same price as Tesco, and on my right was a politician proudly proclaiming that Sainsburys were selling Kellogs Wheaty Bang cheaper than Tesco.
I lifted the veil of fog and gazed at all of the other items that festooned the shelves, and wondered how they compared to Tesco. It didn’t take me long to realise that if they sat in neither the same price as nor were they cheaper than, then that left only one comparison to be made, surely?
I wrote to Sainsburys ask them why, by inference, they were joyfully charging more than Tesco for most of their produce.
Dear Sainsbury’s
I write to congratulate you on your recent marketing initiative in the coffee department.
I (until this weekend) shop at the Canley superstore in Coventry.
This weekend I was enthralled to notice little signs excitedly informing that certain brands of instant coffee were…
Same Price as Tesco’s
My initial response was to think : –
“Are you insulting my intelligence? What I want is cheaper than Tesco not same price!”
In fact if you hadn’t wasted the money having little signs printed up boasting that Tesco’s had taken the initiative to set the price and all you had managed was to jump on their coat tails and equal it, then the chances are you could have afforded to have knocked a penny off and then truly had something to blow your trumpet about.
However, having given this a tiny bit more thought, I feel I should apologise for having been so uncharitable towards you in my thought processes.
For if I casually examine the evidence in the whole and not restrict myself to merely the joys of the coffee aisle, I realise that the picture is in fact much larger and needs to be taken into consideration. To wit: –
You put up signs when you offer something from your bounteous shelves that you have priced lower than Tesco, likewise if it is the same price as Tesco.
Therefore it stands to reason that everything on your shelves that does not proudly sport a self congratulatory ticket must be more expensive than Tesco.
Even if I ignore your own brand items then it still leaves by far the majority of your inventory in that category.
Your Marketing Department is exceptionally honest, and I thank them for persuading me to review my shopping options. For they speak the truth, Tesco do ask the same price for their coffee, and I bought it from them as they had several items that were cheaper than you and they gave me a free reusable canvas type bag to put it all in.
You might like to give them a try.
It took two days before I got a reply…………..
Dear Mr Clapham
Thank you for your email. I am sorry that you are disappointed that we have been comparing our product prices to those of Tesco’s. I can understand your concern.
Our customers’ feedback is very important to us. We used this labelling system as a way of showing our customers that our prices either match or better those of one of our competitor’s. However, this has caused a negative response from some of our customers. Therefore, we have taken the decision to remove the shelf edge labels as of Tuesday, 15th April, 2008. Please accept my personal apologies for any inconvenience this may have caused you.
Your email also mentions that you got a free canvas bag when you shopped in Tesco’s recently. We first launched our ‘Make the difference’ days one year ago by giving away ‘Bags for life’ to encourage customers to switch to reusable bags. Last year, on our Bag for life ‘Make the difference’ days, we gave away over 15 million Bags for life. Since our first ‘Make the difference’ day in April 2007 we have reduced the amount of orange plastic bags we give away by 100 million. That’s 875 tonnes of plastic we have prevented going to landfill and enough bags to go around the world at least once.
Thank you once again for contacting us with your views. I hope that your future experiences with Sainsbury’s are to your satisfaction.
Customer Manager
Now what was that all about?
She admits that others have criticised them for this stance and consequently they have decided to remove them, but misses that the date she says they would have ditched the signs predates when I said I saw them.
She apologises … even personally for my disappointment and understands why I felt that way …Eh? was that my letter she was answering? I think not!
This smacks of “send the usual we care what our customers say letter, apologise and tack on the bit about our bags”
So I wrote back.
Dear Tracy
Thank you for your prompt reply.
However I am confused as to how you understood me to “be disappointed that we have been comparing our product prices to those of Tesco’s” Actually I was congratulating your marketing department on making me aware how many of your items fit into neither the “Same as Tesco’s let alone the better than Tesco’s” price range, so therefore they must be worse than Tesco’s. Very honourable I thought.
Why do you understand my concern, when I am not concerned at all? Why do you feel the need to personally apologise for any convenience, when I clearly haven’t been inconvenienced.
I suggest you reread my original letter and understand what I said and not try and change its meaning in order to allow you to trundle out the stock phrases you learnt on your “How to answer letters from customers training courses.”
At the end of the day if the general opinion is
“OOPS! We didn’t think deeply enough about that one did we? …. Then so be it, it’s not a problem, we’re all human.
Never mind, thanks awfully for the information about your orange plastic bags, that’s a super effort, well done. You should have got some TV coverage of all those bags going around the world once, it must have been quite a sight!
Hope your weather is as nice as ours, although it is a bit chilly if you don’t keep out of the wind.
Best Regards
ps …..Edited to correct an error … OOPS! I didn’t think deeply enough about before I sent it.
It’s now two weeks since I sent my reply and I haven’t heard a word from Kind Regards Tracy Green, I do hope she is ok, she might be off sick …. perhaps.