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Published on May 16, 2016
http://www.makingbusinessmatter.co.uk... Rip off Britain are investigating how supermarkets are cracking down on the best known deals as they are confusing. Industry expert Darren Smith is asked for his advice on supermarket special offers.
This gives you an insight into how coupons and special offers are used by suppliers and supermarkets as a clever marketing strategy.
Now earlier on in the programme we saw how supermarkets are starting to crackdown on some of their best known deals after accusations that they are confusing and may encourage us to spend more on things we just don't need. However one person who has found a way to make special offers work to her advantage is Sam Shelford from Essex. A lot of research does go into finding out the best deals. So I start by sort of looking online, looking on social media to see where coupons could be found, how money can be saved, how to budget, you know general money saving ideas. It's become a sort of hobby. The main places I sort of tend to find vouchers and coupons is obviously online and a lot of social media will have them, a lot of brands will have them on their websites getting you to try their products. Sam has a constant supply of vouchers cut out of magazines, downloaded from the internet or ripped off packaging, and that's just the start of her homework that she does before going anywhere near a shop. What I'm going to do now is sit and compile a shopping list. I've got my pile of coupons and my tablet and basically what I'm going to do is work my way through and just see what offers I've currently got in here. Sam will write a list of all the products she has coupons for then she uses price comparison websites to find out who is currently selling those products at the cheapest price. And such meticulous attention to detail is the reason she ends up saving so much money. This week she is hoping to bag a load of free soup. So obviously one of the key offers was the soup so when I checked the price comparison site it had actually been reduced to a pound in store this week. Now I've got a pound off voucher which actually makes it completely free. Sam is also a fan of cashback apps on her phone such as TopCashback, Checkoutsmrt and Shopitize. All of which once you've bought particular products should result in your bank account being credited with the savings that you've made. But while it all sounds a world of opportunity providing you are prepared of course to put the work in. There are those that would sound a note of caution particularly to the more casual bargain hunter. So industry expert Darren Smith has called round with some advice. Hi nice to meet you. I'm Darren. Hello come in. Thank you. I'm very keen on coupons and supermarket special offers and obviously their loyalty cards as well. But obviously what benefit is that to the supermarket if we are getting these good deals? Supermarkets are a business at the end of the day. So the three things they are trying to do. Either get you as a shopper to buy more frequently, so as an example Aunt Bessie's launched mid-week roast potatoes. So you have a roastie on a Sunday and they are getting you to have one in the week as well. The second thing they are trying to do is increase trip spend which means when you go in and you spend a pound on a product they want you to spend two pounds, so they'll give you a bigger pack and you might get two and a half times more so it's better value for you, you are spending more with them. And the third thing is trying to get more shoppers to buy into that category or that product so if you've never bought salads in the winter they might give you a deal say buy this pack in the winter. And of course while supermarkets realise the value of coupons so too do product manufacturers for them the coupon you see as a great deal is simply very clever marketing. What tricks are actually used to get people enticed to the in store product? Darren: So what the buyers and suppliers are trying to do is trying to tempt you here to buy the product let's call that the first rung of the stairs. Buy it, you like it and then when you come back and they roughly know your pattern of buying, six weeks later they might get you to buy it again maybe at a slightly higher price. So you buy more of it and ultimately what they are trying to get you to do is to buy their products often and at full price. But Sam is confident that she knows exactly how to make the coupons work for her. Despite relying on them for her weekly shop she is adamant she never buys anything that she doesn't need or indeed won't use and that's has come back with.