PRICE IS RARELY CONSIDERED IN ISOLATION – 3 OBSERVATIONS Few things are more evident in the commercial world in Australia today than the obsession with price – from ‘down down’ to ‘everyday cheaper prices’ – and from ‘we won’t be beaten on price’ to ‘lower prices guaranteed’. One wonders, however, how healthy this obsession is, […]

PRICE IS RARELY CONSIDERED IN ISOLATION – 3 OBSERVATIONS Few things are more evident in the commercial world in Australia today than the obsession with price – from ‘down down’ to ‘everyday cheaper prices’ – and from ‘we won’t be beaten on price’ to ‘lower prices guaranteed’. One wonders, however, how healthy this obsession is, particularly for those businesses that struggle to compete on price. I am amazed by how IGA claims to be price competitive despite the fact that consumers consistently view them as being more expensive than Coles and Woolworths. I am equally amazed that IGA fight on price ahead of all of the other drivers of sales. Indeed, if you were to compete with Roger Federer what is the only sport you would not compete with him on? While price does directly impact on affordability, and is a consideration in many purchases, it is not the only…