At the weekend I was shopping at a well known high street supermarket when my eye was caught by an end gondola display of Men’s Body wash with a Special Offer price of 95p.
“A good buy” I thought to myself and went to buy half a dozen, until I noticed in that the size was 185ml not the usual 200ml; I then noticed the small print next to the label, indicating the price per 100ml.
My inquisitiveness aroused, I soon found the same product, not on offer; in the normal pack size with the price per 100ml some 16p less than the “Special Offer” – a difference of some 37%.
A quick survey of other products ranging from tea, coffee, fresh chicken, soap powder and chocolate all elicited the same range of disparages in the Special Offers; to say that I was horrified was an understatement.
I have always advised my Clients to manage their margins to one percentage points, indeed in some cases 0.5%, after all these represent huge numbers on a multi million pound business unit.
My question is – “At what point does commercial management over step the mark to become a flagrant dupe and therein theft from the Consumer?”
I was aghast at what I perceived to be the immorality of this trade practice – or is it just me?