Biznes Fakty
Key criterion for choosing a store. „It works like a magnet”
The Omnibus Directive came into effectTVN24
According to a survey by the Office of Competition and Consumer Protection, 80 percent of participants consider promotions to be a crucial aspect when selecting a physical store, while this figure rises to 82 percent for online shopping. Simultaneously, 74 percent of respondents reported experiencing difficulties in comprehending the rules governing the promotions available.
The research commissioned by the Office of Competition and Consumer Protection has indicated that discounts presented by retailers serve as a powerful incentive for purchases, although they can also lead to frustration.
Survey participants noted that they frequently take advantage of promotions across various product categories, particularly those they purchase regularly, such as food, cosmetics, household cleaning products, as well as clothing and electronic appliances.
Challenges in understanding promotions
„Discounts function like magnets, and the '%’ symbol creates an automatic feeling of advantage, capturing attention more effectively than a straightforward promotion description. However, if the information is unclear, consumers may be misled,” stated Tomasz Chróstny, the president of the Office of Competition and Consumer Protection. He underscored that clarity in rules is essential today and not just a marketing tactic.
The research reveals that 74% of Poles struggle with understanding promotional rules, with many identifying specific sources for this confusion. Customers frequently cited promotions that necessitate purchasing multiple items, such as „2 + 1” or „the second product at 50% off,” as particularly challenging.
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As per UOKiK, the difficulty in grasping the rules of such promotions is further supported by direct statements from respondents, including: „I often find myself misled by promotional campaigns involving multiple items. This is because the unit price for the product isn’t always clear at a glance, and the reduced price is prominently displayed,” and „The price was highlighted in capital letters when buying 2 items, while the price for a single item was in smaller text on the side. I was caught off guard when I had to pay more than what was suggested by the capitalized price.”
Furthermore, many customers pointed out the issue of crossed-out prices that lack clarification. The research also indicated a significant disparity between what consumers claim to comprehend and their actual ability to calculate: a considerable number of respondents struggled to accurately assess the true extent of the discount.
„The '%’ sign acted as a default benchmark—assumed beforehand as the ultimate discount, even when it referred solely to an unspecified 'recommended price’ or a discount that applied only to the second item,” the study’s findings noted.
„The Opportunity Effect”
The challenges in comprehending promotions largely stem from how retailers display prices—by showcasing multiple prices at once or utilizing difficult-to-read fonts. Consumers find it easiest to understand promotions that are presented in a straightforward and clear manner, with a single reference point. Respondents suggested that a clearer indication of the price from 30 days prior to the promotion would facilitate easier assessments of whether the discount is genuinely worthwhile.
The study indicates that nearly 40 percent of consumers purchase food items on sale impulsively. The „bargain effect” is also observed in the acquisition of household cleaning products, cosmetics, and clothing. Numerous respondents admitted that promotions motivate them to acquire more items than they had initially intended.
