Slevy, slevy a zase slevy

Slevy, slevy, slevy

Na webových stránkách britského deníku The Daily Telegraph se objevil článek o pokutě, kterou ve Velké Británii dostal obchodní řetězec Tesco. Ve stručnosti řečeno, řetězec přišel s akční nabídkou, při které prodával košíček jahod po dobu 14 týdnů za cenu 1,99 libry s tím, že se jedná o slevu z původní ceny 3,99 resp. 2,99, za kterou však Tesco prodávalo jahody pouze po dobu dvou týdnů.  Tím, podle soudu, porušilo zákon na ochranu spotřebitele a oborová doporučení, k  jejichž dodržování se Tesco zavázalo. Tesco dostalo pokutu vlastně díky jedné  všetečné důchodkyni, které tento fakt neušel a nenechala se napálit. Mohlo by se zdát, že rozdíl jedné nebo dvou liber je v podstatě zanedbatelný, ale opak je pravdou. Bylo zjištěno, že Tesco’s strawberry sales quadrupled over the  course of the 14-week “promotion”. The chain was estimated to have made a profit of £2.32 million across its 2,300 stores“. A jak soudce dále poznamenal „The promotion was not a genuine bargain. It was false and misleading“.

(při soudním přelíčení tedy vyšlo najevo, že se prodej jahod po dobu 14-ti  týdenní "akční nabídky" zčtyřnásobil, a že si řetězec ve svých celkem 2,300  obchodech přišel na zisk ve výši 2.32 milionů liber. A jak soudce dále poznamenal: "Najednalo se o klasickou slevovou akci. Bylo to nepravdivé a zavádějící.")

 

Jak je vidět, ne vždy je sleva opravdu slevou. Spotřebitelé by na to při svých nákupech neměli zapomínat a neměli by se nechat napálit.

Celý článek můžete najít na  http://www.telegraph.co.uk/news/uknews/10252238/Plucky-pensioner-costs-300000-Tesco-in-victory-from-beyond-the-grave.html a nebo zde:

By Steve Hawkes, Consumer Affairs Editor

1:16PM BST 19 Aug 2013

It was early June 2011 when pensioner Daphne Smallman was given a lift to her local Tesco by her friend Gwenda to do the weekly shop.

Walking round the Sheldon branch in Birmingham the 76-year-old noticed a 400g punnet of strawberries advertised at the “half price” of £1.99.

She asked staff when the fruit had ever been available at its claimed previous, crossed-out prices of £2.99 or £3.99, believing she was being misled about how good a bargain she was really getting. Tesco never got back to her.

Today that failure to respond to Mrs Smallman cost Britain’s biggest supermarket a fine of £300,000. She had gone on to voice her displeasure with Tesco to local trading standards officials and this morning a judge at Birmingham Crown Court criticised the supermarket chain for running “a false and misleading” promotion that might have duped hundreds of thousands nationwide.

Judge Michael Chambers QC heard that Tesco had only sold the strawberries at £3.99 and then £2.99 for two weeks, while the half-price promotion had lasted for 14 weeks, breaching Consumer Protection rules and best industry practice. Under the pricing practices guide, the lower price sale should not last longer than the time the higher price was available.

The court was told that Tesco’s strawberry sales quadrupled over the course of the 14-week “promotion”. The chain was estimated to have made a profit of £2.32 million across its 2,300 stores.

Judge Chambers said: “The effect on turnover was dramatic. The figures speak for themselves. The promotion was not a genuine bargain. It was false and misleading.”

He added: “It is said people would have bought strawberries anyway. I am not persuaded they would have bought strawberries on this scale had it not been for this promotion.”

Mrs Smallman was not in court to hear the verdict against Tesco. She died in February. But her victory marked a blow for Tesco chief executive Philip Clarke as he bids to reposition the supermarket as the consumer’s friend.

It could also trigger renewed calls for tougher measures to end the large amount of allegedly confusing pricing policies employed by supermarkets and other high street chains to attract shoppers.

Tesco is one of the supermarkets that signed up to new “Food Pricing Principles” from the Office of Fair Trading in November last year.

Under the guidelines supermarkets vow to never artificially manipulate prices so “future planned discounts” appear more attractive.

Tesco, which admitted offences under the Consumer Protection from Unfair Trading Regulations Act, yesterday apologised “sincerely” for its mistake. In a statement, the chain said: “We sell over 40,000 products in our stores, with thousands on promotion at any one time, but even one mistake is one too many.”

Mrs Smallman's success was welcomed by her friends, not least Gwenda Miller, her shopping companion on most Friday's. She told the Birmingham Mail: "She was a lovely lady, very fair but she didn't suffer fools gladly.

"She complained if she thought things were justifiably complainable. Daphne would have been very pleased, I'm just sorry she wasn't there to see it."

Sonia Lewis, 79, added: "She always shopped at Tesco. She would be pleased to know something had been done about it."

In October 2011, Mrs Smallman posted a comment on a Which? website which might have given the retailer an inkling of what was to come.

Responding to an article about dubious 'special' offers in supermarkets, the pensioner noted: “I have been purchasing Tesco’s strawberries throughout the summer season at £3.99-half price £1.99.

"Irrespective of whether they were ever on offer at £3.99, or for how long, I feel it wrong at the height of the strawberry season when supplies were plentiful and prices much lower. If, at the height of the strawberry season they were still buying at a price of £3.99, surely they were buying in the wrong market or they needed to replace their marketing manager!!”

She added: “I did take this matter up with Trading Standards and they were looking into it but I don’t know if they got anywhere.”