Coles, Woolworths worry shoppers with price tag overhaul: 'Now they can dupe us and we can't prove it'
- Replies 28
Navigating the aisles of Australia's supermarket giants, Coles and Woolworths, has become a new experience for shoppers as both retailers roll out a significant change to their pricing displays.
This shift, however, has sparked a debate among consumers, with some expressing concerns over the potential for being misled on discounts and prices.
The change in question involves the introduction of electronic price tags, which are set to replace traditional paper-based labels.
While this technological advancement promises several benefits, it has also led to some shoppers fearing they could be more easily 'duped' about prices.
In recent incidents, customers have reported finding 'special' price tags that, when lifted, reveal a different, often lower, original price.
For instance, a Coles customer discovered a half-price label advertising a pack of Mount Franklin sparkling water for $9.50, reduced from $19. However, the tag underneath indicated the original price was $16.10.
Similarly, at Woolworths, a shopper found a bottle of Banana Boat sunscreen advertised as half price at $11, down from $22, when the tag underneath showed it had previously cost $14.70.
Both supermarkets have attributed these discrepancies to human error, with Woolworths suggesting that the transition to electronic tags could help rectify the issue.
However, this new system has raised concerns among customers who worry they will no longer be able to verify previous prices.
'Woolworths has switched to digital. So now they can dupe us, and we can't prove it,' one shopper commented.
Another added, 'No more looking at the previous price tags and finding out their current “special price” is more than what the previous price is.'
Industry experts have offered differing opinions on the matter.
Gary Mortimer, a Retail Expert, believes that electronic price labels, which are set centrally and then dispersed to stores, are less likely to result in errors.
He explained, 'One of the challenges of paper-based tickets was that, in a store with thousands and thousands of items, often a ticket may remain or may be removed. That’s often where you get price confusion.'
On the other hand, Matt Grudnoff, a Senior Economist at the Australia Institute, warned that electronic labels could make it harder for customers to track price changes.
'I’d be interested to know how often [ticketing errors are] happening,' he said.
'If people do see a pattern, then that’s something for the Australian Competition and Consumer Commission (ACCC).'
'It may be an error but if it is occurring regularly then that’s something that we should probably look into and ask Coles and Woolies to please explain.'
Grudnoff urged shoppers to report any instances of misleading and deceptive advertising to the ACCC.
The ACCC has recently flagged that it is closely monitoring reports from consumers alleging false or misleading 'was/now' or other pricing 'specials' advertised by the supermarkets.
Prime Minister Anthony Albanese has also announced a separate, formal investigation by the consumer watchdog.
The shift to electronic tickets is not unique to Australian supermarkets.
Mortimer noted that there has been a global trend towards LED or electronic shelf tickets.
'The reasons for that is it reduces the amount of consumption of paper, it reduces the amount of print that is required and it also expedites shelf price changeovers,' he explained.
Woolworths began testing the electronic labels in 2021 and has installed nearly 5.5 million of the labels across more than 250 of its stores.
Coles is also trialling electronic tickets in some stores.
A Woolworths spokesperson explained, 'Electronic shelf labels are designed to replace paper tickets in-store, reducing the burden on our store teams who would otherwise be manually adding and removing hundreds of promotional tickets.'
In addition to reducing paper consumption, Woolworths claims that the electronic labels have resulted in a 'reduction in errors'.
What are your thoughts on this shift to electronic price tags, dear members? Have you experienced any issues with pricing at your local supermarket? Share your thoughts and experiences in the comments below.
This shift, however, has sparked a debate among consumers, with some expressing concerns over the potential for being misled on discounts and prices.
The change in question involves the introduction of electronic price tags, which are set to replace traditional paper-based labels.
While this technological advancement promises several benefits, it has also led to some shoppers fearing they could be more easily 'duped' about prices.
Coles and Woolworths have introduced electronic price tags. Image source: Shutterstock.
In recent incidents, customers have reported finding 'special' price tags that, when lifted, reveal a different, often lower, original price.
For instance, a Coles customer discovered a half-price label advertising a pack of Mount Franklin sparkling water for $9.50, reduced from $19. However, the tag underneath indicated the original price was $16.10.
Similarly, at Woolworths, a shopper found a bottle of Banana Boat sunscreen advertised as half price at $11, down from $22, when the tag underneath showed it had previously cost $14.70.
Both supermarkets have attributed these discrepancies to human error, with Woolworths suggesting that the transition to electronic tags could help rectify the issue.
However, this new system has raised concerns among customers who worry they will no longer be able to verify previous prices.
'Woolworths has switched to digital. So now they can dupe us, and we can't prove it,' one shopper commented.
Another added, 'No more looking at the previous price tags and finding out their current “special price” is more than what the previous price is.'
Industry experts have offered differing opinions on the matter.
Gary Mortimer, a Retail Expert, believes that electronic price labels, which are set centrally and then dispersed to stores, are less likely to result in errors.
He explained, 'One of the challenges of paper-based tickets was that, in a store with thousands and thousands of items, often a ticket may remain or may be removed. That’s often where you get price confusion.'
On the other hand, Matt Grudnoff, a Senior Economist at the Australia Institute, warned that electronic labels could make it harder for customers to track price changes.
'I’d be interested to know how often [ticketing errors are] happening,' he said.
'If people do see a pattern, then that’s something for the Australian Competition and Consumer Commission (ACCC).'
'It may be an error but if it is occurring regularly then that’s something that we should probably look into and ask Coles and Woolies to please explain.'
Grudnoff urged shoppers to report any instances of misleading and deceptive advertising to the ACCC.
The ACCC has recently flagged that it is closely monitoring reports from consumers alleging false or misleading 'was/now' or other pricing 'specials' advertised by the supermarkets.
Prime Minister Anthony Albanese has also announced a separate, formal investigation by the consumer watchdog.
The shift to electronic tickets is not unique to Australian supermarkets.
Mortimer noted that there has been a global trend towards LED or electronic shelf tickets.
'The reasons for that is it reduces the amount of consumption of paper, it reduces the amount of print that is required and it also expedites shelf price changeovers,' he explained.
Woolworths began testing the electronic labels in 2021 and has installed nearly 5.5 million of the labels across more than 250 of its stores.
Coles is also trialling electronic tickets in some stores.
A Woolworths spokesperson explained, 'Electronic shelf labels are designed to replace paper tickets in-store, reducing the burden on our store teams who would otherwise be manually adding and removing hundreds of promotional tickets.'
In addition to reducing paper consumption, Woolworths claims that the electronic labels have resulted in a 'reduction in errors'.
.png){kind=icon}
