Tesco Faces Brand Guarantee Anger – Could this happen in Wholesale Too?

This week, Tesco has come under pressure from the Advertising watchdog on its Brand Guarantee campaign, which is said to flout the ruling that Tesco originally put in place itself. Tesco referred Sainsbury to the ASA over its brand match promotion three years ago and is getting the same treatment towards its own Brand Guarantee scheme now, how ironic!

The other supermarkets have complained the Tesco promotion is not clear – that the promotion is valid if you buy 10 branded goods or more, and that it only matches against its Big Four rivals and not the others. If it’s cheaper, you can get the saving on the till straight away.

This is Tesco’s attempt to turn around its worst year in history and get the shoppers coming back into its stores. It’s interesting to see that both Tesco’s and Sainsbury’s have used a ‘price comparison’ strategy to lure the shoppers back with both their Brand Match and Brand Guarantee promotions. So could this every happen in wholesale too?

So far, no wholesaler has been offering a ‘Brand match’ of their product prices versus a competitor in the same way as the supermarkets do. The main reason for this is that the wholesaler offers a range of prices for the products – there is a standard price and a ‘multi-buy’ price where a different price is offered if you purchase more than 3 items of the product. Hence, it can become quite difficult to compare the prices on an ‘apples to apple’s basis.

That coupled with the large number of products and difficulty in matching one product to another, makes the process very complex. However, we at ‘Improve That Price’ have been able to match wholesale products accurately using our propriety algorithms and compare the prices from each wholesaler on a like for like basis. Indeed, many of the wholesalers use our analytics to help set their prices in the marketplace too.

So a ‘brand match’ or pricing promise by the large wholesalers could eventually become a reality in the near future, as this data becomes more transparent and easy to understand.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: