Local Retailer Wins Price Wars

CASTLEFORD, U.K. - July 23, 2013 - PRLog -- Keith Sorrell of Airedale Computers with retail computer shops in Airedale, Pontefract and Castleford took part in the second National Retail Price Comparison, conducted by Yorkshire based IT distributor Target Components. The survey compared the pricing from over one hundred independent IT Retailers Nationwide with major chains such as PC World, Staples, Tesco and Asda.

The survey shows how for IT and office products at least – local independents were 11% lower than closest multiple competitor PC World (down from 14% on the last comparison), 28% lower than Staples (up from 20%), 12% lower than supermarket giants Asda (up from 6%) and 7% lower than Tesco (up from 1%).

The survey compares sixty common IT and office products, including components, peripherals, software and stationary, and five typical service offerings including virus removal and back-up.

Typical Independent Retailer prices, or the prices that they would typically charge in-store, are compared to the lowest online prices of the multiples. In many cases the multiples’ online prices are lower than those they offer in-store, suggesting that the actual in-store price advantage enjoyed by Independents is even greater than that shown from the survey results.

This is now the second time that the comparison has been made and the second time that Independent Retailers pricing was found to be lower. Yet other consumer surveys carried out by Target consistently identify being ‘more price competitive’ as the key barrier preventing the public using Independent Retailers more. The Price Comparison clearly highlights the disparity between public perception of Independent Retailer pricing and the reality.