Retail – Page 89 – Mouse Print*

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Both Cascade and Finish Claim They Are the #1 Recommended Dishwashing Detergent Brand

October 14, 2019October 14, 2019 by Edgar (aka MrConsumer)

In the dishwasher detergent marketing wars, two major brands — Cascade and Finish — are each claiming they are the most recommended brand.

Cascade says it’s the #1 brand:

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The fine print qualifies the claim to say that Cascade is the #1 recommended brand in North America by more dishwasher brands. According to a current TV commercial, those brands are KitchenAid, Maytag, Whirlpool, Kenmore, Samsung, Electrolux, and Frigidaire.

Finish says it is the world’s #1 recommended brand:

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The detailed fine print, which only appears on the back of the package, says that “more dishwasher brands recommend Finish products worldwide than any other brand.” Presumably, Finish has more than seven international brands that recommend it.

Both brands qualify their claim even further with the following phrase:

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What exactly is this co-marketing agreement that both brands mention. It sure sounds like they each made a deal with dishwasher manufacturers to promote each others’ brands. We asked both P&G (Cascade’s maker) and Reckitt Benckiser (RB), Finish’s maker, to explain, and indicate if any money changed hands in return for the recommendations. RB did not respond, but a spokesperson for P&G declined to say if they pay for recommendations saying in part:

â€œCo-marketing agreementsâ€ are common throughout the industry, and acknowledge the relationship that is in place that allows us to collaborate, test and innovate in partnership with dishwasher manufacturers. … The typical basis for manufacturer recommendations is their testing of our products in their machines. The relationships we have with industry partners vary, and are largely based on mutual value creation, capability and technology â€“ aimed at giving the consumer the best possible experience. Given the partnership and confidentiality agreements we have in place, weâ€™re unable to share any specific terms of agreements.

Well, that clarifies it. Despite this, both Cascade ActionPacs (with Clorox or Oxi) and Finish Quantum and Powerballs all rank in the top six dishwasher detergents tested by Consumer Reports, with only a point or two difference in score. Kirkland Signature (pacs) from Costco ranks number one, at one-third the price of Cascade.

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New Amazon 4-Star Stores Charge Full List Price to Non-Prime Members on Some Items

October 10, 2019October 7, 2019 by Edgar (aka MrConsumer)

Amazon has begun opening small brick and mortar retail stores called “Amazon 4-Star.” The stores only feature products that are rated four stars or higher and that are new and trending or bestsellers. One just opened last week in Natick, Massachusetts, to join the ones already in Manhattan, Denver, Seattle, and Berkeley. So MrConsumer paid a visit to the new store.

The company installed electronic shelf tags that allow it to change prices on goods multiple times a day just the way they do online. Worse, they are using an unusual type of dual pricing on some of those tags – one price for Prime customers who pay $119 a year, and another price for the rest of us.

Here’s a book they had at the store.

The electronic price tag shows a Prime price of $20.99 and a “price” of $34.95. The store says that non-Prime customers would pay $34.95.

Looking up that book at Amazon.com provides a surprise.

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It shows that $20.99 was not a special Prime members only price, but a price that anyone could order it for. Worse, it says the list price of the book is $34.95 — exactly what the Amazon store was charging non-Prime customers. Since when does Amazon sell anything at full list price?

Here’s another example.

This Instant Pot is $79 for Prime customers only, and $99.95 for everyone else. But a quick look at the website reveals…

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Everyone pays $79 online for the Instant Pot and it is not a Prime exclusive item or price. The $99.95 they are charging in their brick and mortar store is full list price.

A third example is here.

While many items in the store have this dual pricing system, most have a single price on them. That single in-store price appears to match the online price. The store will not price match Amazon.com’s web price for non-Prime customers.

We asked Amazon’s PR folks why they use a dual pricing system, and why in the world this famous discounter is charging full list price on some items to non-Prime customers. The spokesperson was not able to reply in time for publication, but we will post the response when it is received. And surprise, they did not provide us with a statement. But, we found an inconspicuous disclosure now on the Amazon website:

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The lesson here is not to assume you are paying the regular Amazon.com price at their retail stores. Do a quick check online to make sure you are not overpaying.

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Tribune Newspapers Blur the Line Between Advertising and News

October 7, 2019September 30, 2019 by Edgar (aka MrConsumer)

Several prominent newspapers in the Tribune family are now devoting entire sections of their websites to product reviews. Sounds great – a good consumer service. The problem is that the articles amount to a form of advertising because the papers get paid for each product sold, and they don’t disclose that fact to readers upfront.

Here is a screen capture of the product review section from the Chicago Tribune:

Scroll down the list.

Some of what they cover are important topics such as “The Best Men’s Slipper,” “The Best Baby Bath Toy,” “The Best Nipple Pasties,” and “The Best Cake Pop Maker.” These certainly are the type of reviews that shoppers are clamering to read, MrConsumer opines sarcastically.

A full page of stories/reviews also appear in the consumer review section of the Sun Sentinel (Florida), the New York Daily News, the Baltimore Sun, and other Tribune newspapers.

Here is an excerpt of the men’s slipper story, as an example. Note that the links to the three “best” slippers all go to Amazon.

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Scroll down the story to see links.

Those links are affiliate links where Amazon (in this case) pays a small commission if a reader buys any of those slippers. Hovering over the link reveals a “tag” used by Amazon to identify the affiliate so it knows whom to compensate.

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That commission on each sale is shared between both the newspaper and the service that provided the reviews, BestReviews. Tribune Publishing is a majority owner of BestReviews. The review company says it strives to be 100% objective because it buys all the products it tests. But the company admits it doesn’t really test all the products it writes about.

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“For some product categories we solely use research and consumer feedback to create the information in our review.”

If you didn’t realize that the newspaper publishing these stories makes money via those links, that is no accident. The paper only discloses that financial connection at the very end of each review.

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Federal Trade Commission guidelines for both product endorsements and native advertising (where advertising looks like regular editorial content) require clear disclosure if there is a financial connection between the parties, and that advertising content that looks like regular articles be clearly labeled. Whether the Tribune has violated the law is up to the FTC to decide, but we think they could do a better job of disclosing at the top of these articles that both the company that wrote the stories and the newspaper that publishes them make money if readers make a purchase through the provided links.

We asked editors at the Chicago Tribune, the Sun Sentinel, and the Tribune entity that distributes these stories some very pointed questions about their review section. None of the three responded to our inquiries.

The use of affiliate links in traditional media stories seems to be increasing. So (unfortunately) you have to look carefully to see if a website posting a story about a particular product might also be recommending it because they have a financial incentive. If so, take that into account.