“The price mark is the price”
Is the price-marked pack the independent convenience store’s answer to the supermarket ClubCard?
New research from TWC and FWD suggests that the trusted price mark can drive equivalent loyalty and footfall – as long as the retailer and wholesaler margin is maintained
The survey of independent retailers reveals that 80% are stocking PMPs in most major categories in their stores, and 85% think that PMPs demonstrate good value for money. More than half said that PMPs allow them to compete on price with other stores, suggesting that a well-placed price mark can match the appeal of the ClubCard discount of nearby rivals such as Tesco Express.
80% of the retailers surveyed said their customers would still buy PMPs if the price increased, indicating that the reassurance of the price mark is more important than the price itself. However there was a difference of opinion on how to pass on the price increase, with 49% saying they would prefer the pack size to be reduced to keep the price point, and 45% saying their customers would be prepared to pay more for the same pack.
Consumers were less divided on this, with the largest proportion of those asked (42% of respondents) saying they would prefer to retain the same pack size and take a price increase. Just 23% wanted a pack size reduction to maintain the same price point.
The crucial factor here is the shared margin for wholesalers and retailers. The survey found that in just 4% of cases the margin has fallen in the year to July 2022, and in fact on almost a quarter (23%) of price marked packs the margin had risen to compensate for the increased costs of doing business.
“The key challenge the sector faces is to balance being competitive with being sustainable, and that there needs to sufficient margin to achieve this without pushing the price too high,” said Tom Fender, Development Director, TWC.
“The solution is for wholesalers, retailers and suppliers to work together on driving effective deep cut promotions on high volume or KVI lines to drive footfall and trial, and ensure that our channel competes against the strong promotions Tesco is running via ClubCard.
“What we are finding is that independent retailers believe that the price mark is the promotional tool to do that.”
Margin Assessment, Price Marked Packs, Shrinkflation and Indie Retailers’ Competitive Set was commissioned by FWD and carried out by TWC. The findings were presented to FWD members the association’s Business Lunch in February. It can be downloaded here.FWD price-marked packs research Tom Fender TWC