The discrepancy was caused by the supermarkets’ use of
guide prices on their websites. These show the prices of goods
in-store on the day the order is placed. With the exception of
Ocado, the supermarkets actually charge customers the in-store
price of the goods on the day they are delivered – and this may be
more or less than customers were expecting.
The stores justify this by saying that customers are not
contractually bound until delivery, and therefore are free to
reject deliveries if, for example, they are not satisfied with the
prices to be charged.
Ocado, meanwhile, sells goods at a fixed price except for goods
sold by weight, such as fruit and vegetables. In those cases, the
price per unit weight is fixed, but weights may not precisely match
the order. It gives customers a cancellation right in respect of
non-perishable items.
According to the OFT, none of the supermarket websites make it
sufficiently clear that the prices shown are guide prices, nor do
they show what relation the guide prices have to the actual prices
charged.
All five online retailers have now agreed to clarify matters,
promising to provide upfront information about their guide price
policies and how the online shopping process works.
They will ensure that special offer prices quoted online are
treated as firm prices for orders that are to be delivered in the
offer period and that the duration of offers will be made clear.
Easy access to the store’s terms and conditions will also be
provided.
“We welcome the supermarkets' improvements to the information
available to customers buying groceries online,” said OFT Chief
Executive John Fingleton. “Customers have a right to clear and
transparent information upfront when making their buying
decisions.”
