Chemist Warehouse, Priceline and Terry White | Australian Markets
Major pharmacies Chemist Warehouse, Priceline and Terry White are participating in pricing ways that make it onerous for buyers to inform if they’re getting bang for his or her buck, recent evaluation by client group Choice has discovered.
With large supermarkets already beneath elevated public and political scrutiny over pricing practices, Choice has revealed round one in three shoppers discovered it tough to gauge if vibrant promotional tags on the main pharmacies represented a low cost.
For instance, buyers had been proven a promotional tag accompanying a Colgate toothpaste at a Terry White store. The tag listed the product’s $6 price as a low cost from its really useful retail price of $11.99.
As many as 71 per cent of respondents believed they had been getting a $6 low cost however when requested, Terry White confirmed the toothpaste had by no means been bought at that $11.99 price, as a substitute the standard shelf price was $8.99.
“Our new research has found that those yellow and pink sales tags consumers are often bombarded with in pharmacy aisles are highly confusing,” Choice senior campaigns and coverage advisor Bea Sherwood mentioned.
“If the pharmacies have never offered those products at that RRP, consumers may be misled about how much they’re really saving, making it harder for people to get the best value.”
Priceline has additionally advised Choice its use of a “great value” tag on a $16.99 lip balm didn’t characterize a low cost.
While the label technically doesn’t declare to offer a low cost, the use of the pink-coloured “great value” tag might trigger shoppers to consider the merchandise is on sale, Choice mentioned.
A Priceline spokeswoman mentioned the “great value” pink ticket didn’t point out a low cost, however as a substitute highlighted merchandise featured in its fortnightly catalogue at on a regular basis low costs that offer great worth.
“Priceline Pharmacy provides value to its customers in a variety of ways including discounts in catalogue, reduced prices on items for a prolonged period, gift with purchases, loyalty club benefits and complimentary in-store services like free health checks,” she mentioned.
The client group mentioned it was involved concerning the lack of transparency on pharmacy labels — notably the use of RRP — which can end in buyers overestimating the worth of the deal on offer.
“There has been a race to the bottom on these tactics, which makes it hard for businesses using transparent pricing to compete,” Ms Sherwood mentioned.
Chemist Warehouse declined to remark.
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