We are used to seeing airline ads that promise a roundtrip fare of say, $199, but have come to understand (unfortunately) that we really don’t pay $199. Rather, we are charged some higher price like $249 after all fees and taxes are added on. Rental car firms are also guilty of advertising an artificially low price that is boosted significantly by junk fees and taxes. And let’s not forget your cable, Internet and telephone bills — you never pay the advertised $99 triple play package price.
Can you image if other types of sellers, like retailers, did that too? Stop imagining. A couple of years ago, a midwest supermarket chain that caters to a primarily Hispanic audience did just that. They advertised one price on the shelf, but customers had to pay a higher price at cash register!
*MOUSE PRINT:
Huh? Pay 10% more than the advertised price? The company called this “shelf plus pricing”. Sometime after introducing this concept, the chain became the subject of a local TV news exposé. The store made all the usual arguments: our advertising and pricing is clear, customers are not being deceived, etc.
What a crock.
They did eventually drop the surcharge.
Avanza is owned by the Nash Finch Company. Like many companies, they subscribe to set a corporate values, the first one of which says:
Integrity:
We are honest and open with one another and with our customers.
UPDATE: Mouse Print* reader Bryan A. says a supermarket in his area uses the same technique of adding a 10% surcharge. Here is a sample ad from Food Depot (“a new way to save”).
One of the biggest attractions online sellers can offer is free shipping. And that’s what Fry’s does for some items.