July 18, 2014
by Anne Miller
We all know times are tough in retailing at the moment but a “clever” marketing ploy by Big W in Kingaroy this week appears to have backfired.
southburnett.com.au understands that staff members from Big W purchased $200 worth of merchandise from a nearby smaller bookstore in Shoppingworld.
Big W then mounted a display inside its premises with a photocopy of the smaller shop’s docket attached, comparing prices.
All’s fair in love, war and the marketplace, right?
But the reaction on Facebook after a local resident snapped a photo of the display was immediate.
The photo has been shared widely and the comments have been fierce:
“It is one thing to ‘compare’ prices but another all together to shamelessly attempt to ruin another business and their reputation! I hope they are told to remove it!”
“SHAME on you Big W and the buying power you have…soon the book shop will close down, jobs will be lost…the sad power of HUGE grocery chains.”
“OMG are you serious. That is terrible. I hope centre management sorted that out.”
“There’s competition and then there’s this. Big chain store buying from the opposition (small shop in regional shopping centre) to highlight price difference. Who does that?!”
“They can’t buy the atmosphere of a bookshop! – we all need to support them as much as we can, they are certainly scarce”.
“In a country town this is especially low.”
“This is so wrong…I just had to share!! This is a great example of how big companies exploit their buying power and make it hard for smaller retailers. But it pays to remember that once they have eliminated all the competition they will be free to charge whatever they like!”
“Competition is one thing but this is unacceptable!”
“That’s a low act. I love that shop.. the people there are lovely.. Big W sucks.”
The owners of the smaller book store, which is a family-owned business, didn’t want to comment publicly about the Big W display.
Big W’s store manager was not available but another staff member said the store would be making no comment.
