The Myth: Supermarkets Are Cheaper

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At the beginning of this year a farm shop in Norfolk made the news for waging a price war against Tesco

It advertised the fact that their fruit and veg was considerably cheaper than their supermarket rival.

I hope that several of us have learnt lessons this year on the way we price our goods. It has become an essential part of our jobs for some of us to regularly check the prices of goods in the supermarkets and ensure that we are not coming over as being too expensive.

In fact we can do more than that!

It is a myth amongst consumers that supermarkets are cheap for all products and certainly far cheaper than any independent.

This is often not the case for fresh produce, meat, fish, fruit and vegetables. I believe we need to work harder to expose the lie that supermarkets are always cheaper.

Yes they are for certain products and gourmet food suppliers will never get near them on price in some of these cases, but there we have an opportunity to emphasise our quality.

I had the misfortune to buy some steak at a local supermarket the other day (while I was out price-checking some products) and despite being marketed as premium, it was absolutely terrible, and probably no more expensive than a better product at my local farm shop.

Loss leaders

This is something the supermarkets regularly do to get punters into the shop and spending money, but most independent shops don’t consider this as a marketing strategy.

We don’t need to sell at a loss, but sell at cost and if it is a popular product, new customers will come in and make your margin elsewhere, eg, through shopping more or visiting the coffee shop.

Please let me know what products you have tried this with and how well this strategy has worked.

Finally, a story from my local Waitrose this week.

I was out price-checking certain goods, and had bought a few token items. Standing in the basket checkout, the lady in front of me (aged 36) was buying a bottle of wine and was asked for proof of age – very unnecessary in view of her age!

She didn’t have any and as a result couldn’t buy the bottle of wine despite her protestations.

As a favour, I whispered to her that I would buy the wine and give it to her outside. I grabbed the wine off the counter, was told by Waitrose staff that I couldn’t buy it. I said actually I can as I am a paying customer.
I walked past the 36-year-old, saying that I would sort out the wine and money outside, went outside and waited –  nothing happened. After five minutes I gave up and went home with a bottle of wine I didn’t want!

So much for being a good Samaritan…