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Figures and Facts: there's comparing and there's comparing

Comparing number of products on cheapest priceFor months now Asda Supermarket is pestering TV-viewers with the same ad: comparing the number of cheapest products between the 4 big supermarkets in the UK and surprise, surprise - Asda always has the most products cheaper than the others.

Tesco just continued with their normal ads during this 'onslaught' from the Independent Supermarket Price Checker - week after week.

Tescocomparison But now Tesco's had enough and launched their own comparison ad - which when I saw it first made me chuckle really: also comparing price and products but in a different way.

From Tesco's own website:
We compare price on products our clients buy, welcome to Tesco REAL BASKETS

There are facts and facts and there are figures and figures, any economist and accountant can tell you that, but does all these facts and figures add up in the end?
What should really be compared to state honestly your business is cheapest (best, quickest, largest etc). Above example is a good explanation of this principle - what is being compared and does the comparison truly bring a benefit to your prospect/client or not?

Reminds me of a wooden floor we installed some years ago. 3 Rooms were done at the same time and the next door neighboor of our client had just bought a supply and install service for the same 3 rooms from another business (Timberland). After both homes were finished of course the two neighbours compared floor, prices etc. The type and quality of both floors appeared to be roughyl the same - although our clients insist until this day their floor is much nicer.
Timberland was/is known for its offer of 3 rooms for the price of 2 (smallest room for free) and our client's neighbours really thought they had come out best - until total prices were compared: even with the 3 for 2 offer they had paid more than our clients.

Goes to show again: know the facts behind the figures of any comparison before declaring a 'winner'.

(Side-note: our client's neighbours still buy their maintenance prodcuts from us, Timberland had failed to leave them with maintenance instructions - which are a 'standard' issue at our business, back-end sales etc.)


Kent Blumberg

I agree that our marketing is best focused on what really matters to our prospective customers - not on what we love about ourselves. AND it rarely pays to compete just on price. Price is the easiest thing for our competitors to match. Better to compete on a value basis.

That's what you do when you provide maintenance instructions and after-installation maintenance products. When those neighbors hear a friend talking about a new floor, I bet they refer their friends to you rather than Timberland.

Karin H.

Hi Kent

We follow the principle of caring for our client even after the floor has been installed. (And once a competitor said that giving out maintenance leaflets etc is 'covering your back'! - we think it is a essential part of the service ;-))

Karin H

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