Christie Dedman/News Staffhas a full-page ad in today's
Birmingham News
on page 5A.
They show two receipts from groceries purchased at
and Walmart on the same day: July 31, 2012.
At the bottom Walmart claims that their shopper, Jamica, saved 20% by shopping at Walmart as compared to her purchases at Publix.
That may be true, however, I found some errors in their list, including three items that were buy-one-get-one-free that week -- something Walmart should have known.
With Publix buy-one-get-one-free sales you can use one manufacturer coupon per item -- a simple step that would have saved their shopper more money.
Another problem I have with this list is that Publix coupon shoppers (the shoppers that don't turn to Walmart to buy the bulk of their groceries, and I suspect the target audience of this ad) do not shop like Jamica.
I will agree with Walmart that you would spend more money in Publix if you walked in without a list that reflects sales plus coupon matches.
There's no way I would buy Hellman's mayo at Publix if it's not on sale and I do not have a coupon. But that's what their ad claims Jamica did.
Walmart needs to read my
.
If the target audience are shoppers who shop like Jamica did at Publix, then the ad is a failure. They shop at Publix because they like it, not because they care about saving money.
A Publix non-coupon shopper is not going to trade their shopping habits for Walmart. On the other hand, a Publix coupon shopper is not going to shop like Jamica did at Publix (or Walmart, for that matter).
This ad is masking the real problem Walmart faces, which are the shoppers who have figured out how to effectively use coupons and no longer shop at Walmart for their groceries. Instead they would rather skillfully use the Publix coupon-friendly atmosphere to double coupon, stack coupons and pair all of that with sales.
What Walmart should have showcased is their prices with coupons or the ability for shoppers to ad-match
and
use coupons.
The inconstancy at any given Walmart when using coupons is infuriating to many shoppers.
Here are some ways Walmart could compete with Publix:
1. Start accepting competitor coupons (not just coupons that have a stated value). We get it; it's basically an ad match.
2. Consider doubling coupons. Couponers do shop at Walmart, but it's for freebies and overage, not the bulk of their grocery deals.
3. Make a RollBack a
real
rollback -- not a difference of 10 cents that insults my intelligence.
Publix isn't a golden child. They are overpriced and often ridiculous in what they charge for the simplest of items. But they rely on shoppers who don't care about prices to purchase those items without reservation to make up for the coupon shoppers who know how to shop effectively.
Either way you choose to look at this post, the point is that Walmart should have examined their ad more closely.
Most of the items on Jamica's list would be buy-one-get-one-free at some point. That's when I purchase them with coupons and make my out-of-pocket expense even lower.
Here are some of the items on Jamica's lilst that were actually buy-one-get-one-free, and she could have used a coupon on both items to lower her out-of-pocket expense and still get the same amount of product.
CEREALS --
GENERAL MILLS
The ad claims General MIlls Honey Nut Cheerios cereal 21.6 ounce at $5.99 and General Mills Lucky Charms Cereal 20.5 ounces for $5.69
Here's the exact buy one get one free sale from that week for the exact cereal --
(With coupon match ups thanks to
)
BARGAIN MOM NOTES -- I find it puzzling and troubling that they chose the General Mills cereals that week that were buy one get one free.
General Mills Cereals, 15.6-20.25 oz, at $4.79 ($2.39)
-$1.25/2 General Mills Cinnamon Toast Crunch 17 oz, Lucky Charms 16 oz,
Reese’s Puffs 18 oz, Honey Nut Cheerios 17 oz, Trix 14.8 oz, or Cocoa
Puffs 16.5 oz printable -$1/3 General Mills cereals printable (no more prints) -.50/1 General Mills Reese’s Puffs Cereal printable -.60/1 General Mills Reese’s Puffs cereal printable
-$1/2 General Mills Cinnamon Toast Crunch, Cocoa Puffs, Lucky Charms,
Trix, Reese’s Puffs, Cookie Crisp, Golden Grahams, Kix, Frosted Toast
Crunch or Dora the Explorer cereal printable -$1/2 General Mills cereal, SS 7/15 -.50/1 General Mills Reese’s Puffs cereal printable
-$1/2 General Mills Cinnamon Toast Crunch, Cocoa Puffs, Lucky Charms,
Trix, Reese’s Puffs, Cookie Crisp, Golden Grahams, Kix, Frosted Toast
Crunch or Dora the Explorer cereal printable -.50/1 General Mills Reese’s Puffs cereal printable(in FL, use .60/1, makes it $1.79)
POST HONEY BUNCHES OF OATS OR VANILLA CLUSTERS
The ad claims she bought Post Honey Bunches of Oats Honey Roasted Cereal 18 ounce for $4.79 at Publix and $2.98 at Walmart.
THAT CEREAL WAS INCLUDED IN THE BUY ONE GET ONE FREE SALE THAT WEEK AT PUBLIX.
HERE'S WHAT SHE SHOULD HAVE DONE AT PUBLIX:
Post Honey Bunches of Oats or Vanilla Clusters, 13-18 oz, at $3.91 ($1.95)
-$1 off Post Honey Bunches of Oats cereal (Facebook) printableELMER'S WASHABLE SCHOOL GLUE STICKS 6 COUNT
The add claims Jamica would have paid $3.69 at Publix and $1.97 at Walmart.
HERE'S THE EXACT DEAL FROM THAT WEEK:
(Thanks
matchup)
- Elmer's School Glue Sticks, 3 pk., 67¢
