Mass distribution: these techniques that push you to consume more
Behind the promises of savings, major retailers are deploying well-thought-out strategies to encourage customers to buy more. Price guarantees, anti-waste aisles, family packs... so many marketing tools that, in reality, don't always benefit consumers.
Presented as a customer service, the price guarantee consists of refunding the difference if a purchased product sees its price drop within the following month. However, this refund is made in the form of vouchers, and the offer only applies to a limited selection of products.
Above all, this mechanism encourages rapid purchasing by giving the illusion that there's no risk in going through the checkout. For the brand, it's a winning operation: the customer returns to use their vouchers, and very few consumers follow through with the process. Refunds, when they do occur, are generally minimal.
Anti-waste shelves aim to reduce food waste by offering products close to their expiration date at reduced prices. However, according to the 60 Million Consumers association, some practices are problematic.
When peeling back discount labels, the displayed base price may have been artificially inflated. In other cases, it's impossible to find the original price. As a result, the advertised discount is sometimes nonexistent. To ensure a promotion is genuine, it's best to directly compare the price with the regular price.
Buying in bulk or family packs seems like a logical way to save money. However, calculating the price per kilo or liter often holds surprises. Large packs are often more expensive than small packs.
This practice is perfectly legal, provided the label does not explicitly promise savings. Here again, consumers should remain vigilant and check unit prices before filling their shopping cart.
Whether it's price guarantees, anti-waste shelves, or large formats, these schemes play on the image of a good deal. In reality, they primarily serve the interests of the brands. To avoid falling into this trap, there's a simple reflex: systematically compare actual prices before being tempted by promotions.
RMC
