Targeting Back-to-School Deals

Aug 22, 2003
George Anderson

By George Anderson

WPXI 11, a local television station in Pittsburgh, went shopping for back-to-school
supplies and found Target had lower prices than Wal-Mart, Staples, OfficeMax
and Super Kmart.

The station’s shopping list included five items: a notebook, animal-pictured
folder, six-inch protractor, calculator and box of crayons. The items chosen
were taken from a supply list provided by local schools.

Target’s charge of $10.63 for the items was the lowest of any retailer involved
in the WPXI report. Wal-Mart was next at $12.19 followed by Staples $13.60,
OfficeMax $14.05 and Super Kmart $15.45.

Moderator’s Comment: How important is back-to-school
in determining consumer perception of a store’s price competitiveness?

Consumers interviewed by WPXI for the report told the
station, “Getting the best price is a top priority as when hunting for all the
stuff kids need for school.”
Anderson – Moderator

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