There's a new TV ad that may seem like you've switched on the wrong media appliance, as it features seasoned radio presenter John Robbie talking about Pick n Pay's Brand Match based on his radio show format of asking incisive questions before giving his stamp of approval.
If you've not yet seen it, simply click 'play' below:
Investigate he did. Robbie explains in the ad exactly how Pick n Pay's Brand Match gives South African shoppers the reassurance they can save money without having to go from store to store looking for low prices.
All you need to do is purchase 10 or more different products from Pick n Pay, one of which is a product included in the 2,000 top-selling brand products that available in other supermarkets. This covers well over 50% of all sales of branded grocery items. Brand Match then triggers an instant price comparison at the till, and if the total of your Brand Match products would have cost less elsewhere, you get a cash-off coupon for that amounted printed at the end of your till slip.
Robbie explains in the TVC that Pick n Pay uses two independent research companies to collect prices countrywide on a weekly basis, which ensures this isn't merely a gimmick but instead about "Using technology to give customers real value and peace of mind."
Naude adds that this endorsement proves Pick n Pay is: really putting its money where its mouth is, even when its competitors run special promotions that make a specific product cheaper elsewhere, as it is not the brands that benefit from Brand Match but the customers - they get the peace of mind that their shopping wouldn't have cost less elsewhere.
With Robbie making his own critical observations of whether Brand Match really does work, there's little wonder that Naude says feedback on the ad so far has been very positive.
Will this form of 'consumer benefit' over 'brand push' promotion win out in the retail future? Only time will tell. Until then, share your thoughts in the comment section below!
