Articles

Part Two: Always Price Check, Always

Jana M. Kemp

Some stores promise low prices. Others promise great value. Still others simply promise having products available without any comment on pricing. And, some customers shop based on price, based on value, or based on finding what they want regardless of the price.

Whether you are a price shopper or not, start noticing the shelf-marked prices products and the prices you get charged at check out. Continuing the theme of my last column, here are four examples from the last two weeks that prove we need to pay attention.

Needing to clean up some garage oil spots, I stopped at a regionally owned farm supply store to pick up oil-dry. The shelf price was $5.99, however the check-out price was $6.99. Because I was in a hurry, I mentioned the price difference to the cashier was barely acknowledged my concern and my suggestion that the shelf price needed to match the check-out price. I walked out of the store having paid the extra dollar.

Still on the clean-up theme, I needed a new mop and spent quite awhile in the cleaning aisle of a grocery, multi-product store so I could find a good mop at a good price. The mop I selected was marked $9.89 on the rack. At check-out it rang up $14.98. I asked the cashier about it. She called someone to conduct a price check and I was correct about the price. This cashier had the attitude and the ability to fix my concern right at the check-out stand. I walked out of the store with what I went to buy and at the price I had seen on the shelving.

While at a craft store picking up supplies, I notice a toy section that was marked 20 percent off. I selected a wooden toy tool box and headed to the register with my purchases. Now on the alert to pay attention to every item being rung up, I pointed out to the cashier that the toy did not ring at 20 percent off. She paused and looked at the signage that I was able to point to from where we stood. Then, she graciously and without comment, fixed the price to reflect the signage. I was impressed that this cashier was empowered to immediately resolve the difference.

While looking for a lampshade in a big multi-product type store, I walked by the pillow section. Noticing a 59 cent yellow sale tag, I paused to look at the decorative pillows and discover the pillow tag that seemed to match the sale tag. Not finding the lampshade I wanted, I proceeded to check out and decided I better double check the price with the cashier. The cash-register computer system rang up $7.99 as the pillow price. I walked out of the store empty-handed and shocked that four stores in two weeks had so mislead me and other customers.

Customers, always watch the cash register at check out to be sure you are not being over-charged.

Businesses: What does your business offer when it comes to pricing? And, do the signed prices match what happens at the check-out register? Because when prices differ and customers want the price listed on the store shelves, store staff members need to be empowered to resolve the difference and ring-up the right price.

Action Item: Check the pricing on your shelves and in your printed materials. Also check your cash-register and computer systems to ensure that published prices match what happens for customers at check-out.

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Reprint Permission: The author is willing to grant reprint permissions. Please contact Jana Kemp: jana@janakemp.com or call 208-367-1701.