Aussie supermarket trials e-pricing
Woolworths have denied they will introduce surge pricing despite trialling electronic tickets in its Schofield store.
Electronic pricing, which is currently being used in the UK, allows retailers to hike up costs during peak periods and public holidays by having electronic screens rather than paper tickets.
A Woolworths spokeswoman told news.com.au the supermarket chain had no plans to introduce surge pricing, saying electronic price tags would only be introduced to make operations more efficient.
Last year, Woolworths trialled electronic tickets in their Schofields store, however, the LSD screens have since been removed.
A former Woolworth manager told news.com.au that e-pricing could boost the supermarket’s savings.
“It was to reduce the wages and the labour it takes to put those tickets up each day or each week, and take them down again,” the former employee said.
“Supermarkets can react quickly with pricing, instead of waiting for the next week.”
The former employee had no knowledge of Woolworths introducing surge pricing but the electronic tickets would save four house worth of wages a week in each of the stores across Australia.
“When I was working there, when the electronic price tags first went up, it was going well. The savings were there,” the former employee said.
“The one thing Woolworths was concerned about was without the ticket on the shelf, customers wouldn’t realise things were on special. Tickets are shelf talkers and they were concerned customers wouldn’t pick up impulse specials.”
The former employee believed electronic tickets would benefit the operations of the store.
“I know how much time it takes, how much it costs and how hard it is to get the tickets done before the store opened. I think it’s a great idea,” he said.
Retail analyst at Retail Oasis Pippa Kulmar believes e-pricing was efficient and it would allow supermarket giants to instantly price match with a competitor.
“Coles and Woolies will be able to react quicker to competition and less time is spent by staff updating ticketing,” she said.
A Woolworths spokeswoman explained that the supermarket was always looking at implementing innovative ways to make shopping better for the customer.
“When it comes to surge pricing we do not have the capabilities to introduce this, nor are we planning to develop them,” she said.
“Woolworths are focused on providing our customers with everyday great value on the products they love, no matter what time they shop.”