Yet again Tesco is hitting the news – not about raising food prices or horsemeat scandals. This time it’s about supermarket tricks and them being fined for misleading customers on their prices. You’d almost feel sorry for them. Almost.
This fine relates to summer 2011 when Tesco sold strawberries at ‘half price’. The 400g punnets of strawberries were sold for one week at £3.99 generating revenue of £926,478. Suddenly the price was slashed to £1.99 and sold on this ‘half price’ basis from May to August. During this time, revenue from the red berries was over £4.5 million.
The promotion was a breach of the Consumer Protection from Unfair Trading Regulations Act 2008 which stops stores from running a promotion for longer than the period over which the product was sold at full price. Three months v one week? Well you can do the maths.
Apparently Tesco cooperated fully with the case and have issued an apology. They explained it was the mistake of one employee and have rolled out training for all their staff on appropriate pricing. They have paid their fine and covered the legal costs of the prosecution. Sure all’s well in the world again. I am so happy about that.
This latest news highlights one of the techniques supermarkets employ to get us to buy more expensive products. While I am not suggesting that there are supermarkets tricks at every turn, here are some different techniques that I have read about. Better to be equipped with knowledge!
1. Samples
Samples are great. But one little bite of cheese gets the tastebuds going and craving more. Try and avoid samples and never go shopping on an empty stomach.
2. Deli counters
Have you ever gone to the deli counter to get 400g of minced meat and come away with 420g? If the deli worker puts too much on the scales, ask them to take it away. There should be no pressures to buy more that you need.
3. Bread smells
Every time I go to the shop, the smell of yummy baked treats almost gets me. This is a tough one to avoid, however my mantra of never going to the shop hungry can certainly help.
4. BOGOF
Buy One Get One Free deals can be helpful, particularly for store cupboard items like chickpeas and tinned tomatoes. However, they are only helpful if they are brands and goods you use and need, not some obscure pickled herring you’ve never tried. And of course, a large pantry or store cupboard is essential here. Meal planning and grocery lists are key in avoiding the BOGOF pit.
5. No windows
A ploy to make you forget how long you are spending in the store, or just a way to maximise shelf space? I’ll let you decide.
6. Product placement
This is a key technique. The most popular products are placed in the middle of long aisles. This ensures you trek along the aisle passing all the other products ripe for the taking.
Likewise, impulse products that the supermarket are trying to sell will be place at eye level or beside the tills.
I’ve even seen certain goods placed on the bargain shelf but not actually reduced. This makes the shopper think they are getting a deal. But you’re not!
Being aware of product placement is key to avoiding it. Again the grocery list is a good tool in avoiding product overload.
7. Supersized Trolleys
Of course supersized trolleys can be very helpful for the fitting all the Christmas shop goodies, or packing in the sparkling water bottles. But otherwise try and avoid using them. Your average shop will always look tiny and insignificant sitting in the bottom of one of these trolleys. Shopping baskets and small trolleys will prevent you throwing more goodies on top of your food.
8. Fruit and Vegetable at the Front
There are lots of reasons fruit and vegetables are at the front of the shop. They are bright and colourful and lend the supermarket a very positive and healthy air. People feel good when they buy their healthy produce at the start of the shop and are more likely to splurge elsewhere. Finally, fresh fruit and vegetables have high profit margins so good for supermarket pockets! Buy buy buy!
Some may argue that you should do the fruit and vegetable shopping last. Certainly this makes sense when stocking the trolley – less squished raspberries.
However, fruit and veg are so important that would never suggest you scrimp on this. My best tip here is to plan your meals. By doing this, you know exactly what fruit and vegetables you need. Be aware of sell-by dates and always consider meals that can use the produce in different ways.
9. Music
Slow music can be used to make you linger, latino to make you buy the Mexican food that is on special offer. Just be aware – and if it doubt, stick on some pop tunes on your iPod and dance your way, quickly, through the shop.
10. Loyalty cards
Loyalty cards are great and the vouchers provided can definitely save on certain purchases. But be advised that supermarkets are using loyalty cards to get data on you and will react to this accordingly. If you bought cheddar cheese this week, next week’s vouchers will be offering free cheese if you buy a steak.
11. Pricing
This harks back to our old friends at Tesco. Pricing is a vital part of grocery sales. Often staples such as milk, bread and chicken breasts are very well priced to give you the impression that you are getting a good deal. Our brains can only handle so many comparisons and decisions at any time. Do your best to review prices and probe whether you really are saving. Use your meal plan and grocery list. Why not use a price comparison site like mysupermarket.co.uk. Before long, it’ll be you taking Tesco (or Aldi or Sainsburys) to court for breaches of the Consumer Protection from Unfair Trading Regulations Act 2008 .
As I say, I am not trying to be a conspiracy theorist, but with a bit of knowledge you can beat the supermarkets at their own game.
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