It is not new, but the guaranteed lowest price policy adopted by several retailers seems to be gaining popularity with consumers, more numerous since the beginning of the year to take advantage of it in certain businesses.
Posted at 7:00 a.m.
Inflation has had a direct effect on customer behavior at Maxi, which defines itself as a discount brand, confirms Johanne Héroux, senior director, corporate affairs and communications, of Loblaw (Maxi, Provigo). In addition to an increase in sales, in-store traffic and in the number of items per transaction, “in recent months, we have seen a sharp increase in the number of people taking advantage of the Unbeatable program”, indicates she.
The principle is simple: “If a customer sees a product advertised cheaper elsewhere, we will match the price. The consumer must then provide proof – flyer, photo – that the item is less expensive from the competitor. Mme Héroux did not want to quantify this increase, but maintained that the number of customers having recourse to it increased in a “marked way”.
Advertised at store entrances, at checkouts, in flyers and even in a TV ad featuring Martin Matte and popular tennis player Félix Auger-Aliassime, an “unbeatable” athlete, this best price policy is well known to consumers. , says Johanne Héroux.
Caroline Cadorette, a professional “couponeuse” who saves more than $300 on her grocery bill each week through the judicious use of discount coupons, also noted that more customers are using low price guarantees. The one who formed the Facebook group “Couponomiser à l’année” and which gives training to maximize the use of discounts says she has taken advantage of this kind of policy for a long time. But lately, when she makes her rounds of supermarkets, Mme Cadorette notices that more customers are imitating her.
I don’t see him anymore. Often, when I’m in line for the checkout, there’s someone in front of me preparing their flyers. Sometimes people are a bit mixed up. As I already have the photos in my phone of the products that are cheaper elsewhere, I help them by showing them to the cashier. I teach it a lot in my training. It’s important to do that.
Caroline Cadorette, professional “coupeur”
In the aisles of hardware stores, customers are also looking for the lowest price, says Richard Darveau, president and CEO of the Quebec Association of Hardware and Building Materials (AQMAT). “People are shopping more than before. »
Several of its members have told him that they see more and more consumers taking pictures of items and, conversely, showing merchants those they have taken from the competitor and claiming the same price if it is lower at the other trader. Rona and Réno-Dépôt, owned by Lowe’s, Canadian Tire and Patrick Morin are among the hardware stores offering the guaranteed lowest price policy.
Match the price of the big brands
Best-cost policies are not, however, the prerogative of the big chains. In Coaticook, six merchants have joined forces to set up a best price guarantee in order to counter the “exodus” of consumers to major retailers and businesses in Sherbrooke, less than forty kilometers away, reported Radio-Canada last week.
In interview with The Press, the instigator of the project, Nathalie Gagné, also general manager of Coaticook Sports, explained that people, often wrongly, have always had the impression that the businesses of Coaticook sell their products more expensively. “We wanted to break that idea, get customers to come into our stores, to see what we have in stock. »
Since the implementation of this initiative, Mr.me Gagné claims to have already had requests from customers asking for the same price as another retailer.
A double-edged weapon
” [Ce genre de politique] is not something new. But it is certain that with inflation, it can be more tempting for some people because we see that the discounts are not as attractive as before and they are also less present, ”underlines Sylvie De Bellefeuille, lawyer budget and legal advisor for Option consommateurs.
Richard Darveau still has reservations. “What does it give you to be in business if you no longer have a profit margin? he asks. You become a product supplier. »
Instead, the message it sends to its members is: “Hold on to your prices, but work on training your employees who will provide service to customers. Because if you embark on this price spiral, know that it never ends. »