Here is part of an ad for a recent Macy’s “one day sale” (yes, I know, they are never really only for one day):
(Note: the ad above is from the main section of the newspaper, and not the Macy’s color circular itself. But, it contains the same items for the same sale.)
While shoppers may have hoped to scoop up these items at the advertised bargain price, that was not to be the case. Why? Because most shoppers probably didn’t pay attention to the little “we’re sorry” box that appeared in the first few pages of the newspaper. It corrected the errors in Macy’s then current print advertisement (Dec. 6, 2008).
It is interesting to note that the five items mentioned with pricing errors were all advertised at a price lower than the correct price, so consumers will be asked to pay more than they expected at the store.
|ITEM||AD PRICE||REAL PRICE|
|Cuisinart Food Processor||$99.99||$149.99|
|Presto 20″ Griddle||$19.99||$29.99|
|Tools Soup Pot||$8.99||$9.99|
|Pyrex Baking Dish||$8.99||$9.99|
While it may appear that Macy’s is trying to bait customers with low advertised prices that they will not honor, it is hard to find a pattern in their corrections to substantiate this. Many times, the actual price is lower than they advertise, and they correct that too.
The ultimate questions are, why are so many errors being made, and where are the corrections for all the other retailers? Surely their prices are not perfect, and sometimes they run out of goods too.