What you say is not what you do

There is a bit of ruckus at the moment about the power of Australia’s supermarket duopoly – Coles and Woolworths.

In the past the criticism was that the two supermarket chains had too much market power – over 80% of the Australian market. That percentage probably remains the same today despite all the brouhaha about market dominance over the past decade (i.e. there were lots of protestations at all levels of the community, and a number of government inquiries, but there has been little tangible action to reduce this market dominance).

The main brunt of the criticism relates to market concentration (the duopoly has reduced competition in the market) and has too much market power on the buying side (the duopoly can squeeze suppliers to almost unsustainable levels). In addition, supermarkets can cross-subsidise their products when it suits them, thereby using their market power to artificially lower prices in “competitive” products.

In 2008 there was the Australian Competition and Consumer Commission (ACCC) inquiry into the competitiveness of retail prices for standard groceries. In September 2002 there was the Report to the Senate by the Australian Competition and Consumer Commission on prices paid to suppliers by retailers in the Australian grocery industry.

One of the interesting snippets of information from these public inquiries is that there was evidence that showed a difference in pricing at the supermarkets depending on whether the duopoly was in the one location and where the duopoly had a third supermarket in competition in the one geographic location. In the scenario where a location had three competing supermarkets, the Coles and Woolworths retail prices were generally lower than at locations where it was just Coles and Woolworths in competition. Well, as Michael Porter identified, businesses try to avoid price competition wheneve they can because it directly affects margins.

The impact on suppliers is clear enough. It was loud and clear when I worked at Rabobank throughout the first half of the naughties. I would hear how the supermarkets were screwing agricultural suppliers through reduced prices and increased compliance costs. For example, one banana producer told me that the bananas had to be packed in a box in a very specific way otherwise Woolworths would not accept delivery.

Nowadays, farmers have the same concerns but there are increasing demands from the duopoly concerning on-farm activities. Recently, one berry producer told me that having a dog on a berry farm was unacceptable because the dog may have been washed in a chemical bath that could get onto the berry fruit!

The supermarkets say that driving down consumer prices shows that a competitive market exists. Driving down the retail cost of milk to one dollar a litre makes a lot of sense if one wants to sell lots of milk but milk has a relatively inelastic demand – the lowering of the price does not necessarily see an increase in consumption. For the duopoly, however, a low price for a food staple like milk makes a lot of sense because it attracts shoppers to the supermarket rather than the corner store. If a shopper perceives the saving on milk is large enough, the shopper will alter his/her shopping behaviour to shop at the duopoly at the expense of other food retail providers and small businesses. Instead of going to the local convenience store to pick up milk and some ancillary groceries, the shopper will concentrate their total grocery shopping activity to the supermarket.  The duopoly wants consumers to stop buying any skerrick of grocery items from alternative convenience stores and grocery retailers. The milk war is less about increasing consumer demand for milk, but increasing the market power of the duopoly.

Currently, there is a lot of concern over the duopoly supermarket chains driving down supplier margins even further through “home brands” (also called private labels).  This article and this one sum up the private label issue nicely.

Everyone is out there saying how dreadful it is that the supermarket duopoly can do all these terrible things. However, the supermarket duopoly reduces prices on grocery items at the checkout for consumers (the same consumers who are equally screaming about the high cost of living).

A recent poll in the Sydney Morning Herald found that over 70% of people are against home brands because they limit variety (i.e. consumer choice). There is plenty of chatter to indicate that a similar percentage (or more) of people think that the supermarket duopoly has too much power.

But what does the behaviour say? Talk is cheap when there is no direct and tangible linkage to benefits or costs (i.e. there is no benefit or sanction as a consequence of our response to a survey or to give an opinion). A poll or a survey asks us what we think and we say so. We really believe what we say as well – Coles and Woolworths are bad.

However, it is likely that the very same people do their weekly grocery shopping at Coles or Woolworths. Mums and dads have Coles and/or Woolworths shares as an investment; either directly or via a superannuation fund. Our actions really do speak louder than words.

Whilst the supermarket duopoly is an important economic and marketing case study, the implications of saying one thing and doing another are huge. Are opinion polls really worth anything at all? The monthly tabloid treats of political opinion polls tell us the Gillard government will be wiped out if an election was held today – but it’s not. The next federal election (the real poll where an outcome actually happens) isn’t for another couple of years. Opinion and speculation are now touted as fact in the media. However, these same opinion-makers are not held accountable when the future unfolds in real-time and they are proved wrong.

If we are to make any sense of opinions linked to action, we need to actually examine the behaviours. This applies equally to marketing, economics, and knowledge management. It’s the logic behind behavioural economics, real-life behavioural research, and user experiences. Mark Hurst’s Good Experience is a good example of looking at what actually happens as distinct from what reportedly happens.  It’s the logic that we need to apply in our knowledge management research as well.


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