The Sunday Mail
Cresencia Marjorie Chiremba
“Trust in a brand comes with transparency in its dealings. A discrepancy in price is a discrepancy in trust’’ — Anonymous
Picture this: You are strolling through the supermarket, parched and craving a refreshing soft drink.
Your eyes lock onto the chilled fridge, where the price tag winks at you enticingly.
But wait! At the till, things take a detour.
The price that shows up on the till display when the product is scanned turns out to be different; in fact, higher than the price indicated at the fridge.
Welcome to the world of price discrepancies.
It’s not uncommon to pay a different price at the till to what you have initially seen.
Let me share my encounter at one of the country’s largest supermarkets, where a simple purchase of soda drinks left me puzzled.
I unravel the impact of such price discrepancies on customer service, trust and the precious time spent waiting in a queue.
Remember, every shopper has their own story; this one just happens to be mine.
Price discrepancies can leave a customer at the crossroads.
The price I was charged at the till was far different from the one that was displayed.
It’s an issue that can significantly impact both service quality and customer satisfaction.
1) Effects on service quality
Service quality in a supermarket is measured by various factors, one of which is pricing accuracy. When customers encounter discrepancies between displayed and actual charged prices, it can lead to a perception of poor service quality. Customers expect price transparency and accuracy throughout their shopping journey. Inconsistencies in this area can lead to customer dissatisfaction and damage a supermarket’s reputation. Moreover, resolving these discrepancies often requires intervention from staff members, slowing down transaction times and leading to longer queues. This not only frustrates the affected customer, but also others who are made to wait.
2) Impact on customer satisfaction
Customer satisfaction is heavily influenced by shopping experience. When customers encounter unexpected price discrepancies, it can lead to confusion and frustration. This negative experience can impact their overall satisfaction with the supermarket. After all, customers expect to pay the price displayed, and any deviation from this can lead to dissatisfaction. Furthermore, such experiences can erode trust in the business. Customers may start to question the accuracy of all displayed prices, leading to hesitation in making purchases or even prompting them to shop elsewhere.
3) Increased complaints
Customers are likely to complain about the price discrepancy, either to the staff or on public platforms like social media. This can increase the workload for customer service staff and potentially harm the supermarket’s public image.
4) Legal consequences
In many jurisdictions, charging a higher price at the till than the one displayed can be considered a deceptive business practice and may have legal consequences.
5) Impact on customer loyalty
Such experience(s) can affect customer loyalty negatively. Customers might switch to competitors where they believe that pricing is more transparent and accurate.
Way forward
To mitigate such problems, supermarkets must strive for pricing accuracy. Regular audit of pricing systems, staff training on pricing policies and effective communication with customers about pricing changes can go a long way in ensuring price accuracy.
Moreover, supermarkets can invest in technology that updates prices in real-time across all platforms. This would ensure that the price customers see on the shelf or online is exactly what they pay at the till.
While price discrepancies may seem like minor inconveniences, they have far-reaching impacts on service quality and customer satisfaction.
Transparency, honesty and consistency are the keys to maintain customer trust.
A discrepancy in price is a discrepancy in values. By addressing these issues proactively, supermarkets can enhance their service quality and ensure a satisfying shopping experience for all customers.
It is not just about numbers; it’s also about trust.
The dance between displayed prices and checkout reality can drain a customer’s trust and patience levels.
May your shopping cart always steer clear of hidden surprises!
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer experience. For comments, suggestions and trainings, she can be reached at [email protected] or at +263 712 979 461, 0719 978 335
