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Price Matching: An Undercover Exposé
NZGamer Investigates...
We take a look at the rumors about price matching refusals among Wellington's gaming stores.
Find out below if EB Games, the Gamesman, Dick Smith Electronics and the Warehouse walked the talk.
Well, it’s that time of year again.
Its Christmas season, that special time of the year when we all get to enjoy drunken aunties, terrible jingles in the supermarket, arguments over the family dinner about atheism, and games. Lots and lots of games.
Kiwi gamers know that the summer season is a goldmine for new releases, and they readily await what the gaming gods have to offer each year. However, the business pages are still reporting that consumers are facing the effects of the recession. There’s an assault from all sides, incomes are down, developers are trying to recoup costs, retailers are covering their overheads, and as a consequence games are getting more expensive. So gamers are inevitably having to be more discerning about what and where they buy.
There’s just so much competition these days for a gamers’ hard earned dollars. Online platforms like Valve’s Steam provide a handy download service. Numerous online stores will ship the latest releases straight to your door. But for those of us who have an irrational fear of couriers losing our precious title in the post (especially during the Christmas rush) or those of us who have spent so much time on gametrailers.com that downloading just isn’t an option, then there really is only one solution. Going to an actual gaming retail store. Outrageous, I know.
These stores are sneaky beasts. They know that they have a captive market and the tangibility of shiny new releases on store shelves makes even the most astute gaming consumer go a bit giddy. As a result retail stores are more ‘flexible’ with their pricing. New release titles are often over the $100 dollar mark and the physical location of stores combined with a lack of available time, means that consumers can’t always ‘shop around’ for the best place to go.
Furthermore, disgruntled gamers have routinely complained about poor service, lack of titles and most importantly the lack of price matching amongst New Zealand’s gaming stores. These are pretty serious allegations. Is the New Zealand gaming consumer being screwed by the major gaming retailers?
The answer had to be found. Christmas quickly approaches – our gaming stockings need to be filled. So, we here at NZGamer.com decided to do the hard work for you. Taking inspiration from Metal Gear Solid, Splinter Cell and Thief, we decided to conduct a secret operative stealthy sting of gaming retailers in the Wellington and Lower Hutt region – to try and find out which stores have the lowest price, and also if the rumours about retailer’s bad behaviour are true.
Two NZGamer.com operatives (codenamed ‘shinigami’, accompanied by his accomplice ‘Ryback’) decided to hit five major gaming chains: JB Hi Fi, EB Games, Dick Smith Electronics, the Gamesman, and the Warehouse. They were looking to see who had the lowest prices and also to find out if the franchises would all price match purely on ‘word of mouth’ alone. As this was an objective, dispassionate and scientific secret study, they chose Assassins Creed II as the title to test. One day after its release JB Hi Fi had priced it lowest at $97 dollars. Would the other stores match this price? Shinigami and Ryback grabbed their EFTPOS cards, got the car keys and turned on the secret cameras. What they found surprised us all.
First up were the stores in the Lower Hutt region; a sprawling suburban flatland with not much to do, it was the perfect place for retailers to exploit gamers’ wallets.
EB Games Westfield
First up was EB Games Westfield; a bustling mall store, full of teenage boys and exasperated parents, we were skeptical about what we might find. After spending a few minutes looking for a copy of Assassin Creed II (the display stand was conspicuously empty) our operatives went to check if they would price match. EB had priced Assassins Creed at $119.99, a full $22.99 more expensive than JB Hi.
To our surprise EB Westfield agreed to price match on word of mouth without our operatives presenting a print out or a brochure. However, they did have one condition – JB Hi Fi needed to have the same title in stock. Our clerk immediately rang JB Hi Fi, confirmed the price and availability and we were on our merry way – with a much cheaper than advertised game.
Gamesman Lower Hutt
Second up was the Gamesman Lower Hutt. Our operatives’ request for a word of mouth price match on Assassins Creed II (also priced here at $119.99) was first met with a requirement that a brochure be presented. After hurriedly protesting that they could go get one if they really had to, our operatives succeeded in getting Gamesman to agree to a word of mouth price match. Oddly the Gamesman agreed to price match without ringing JB Hi Fi to confirm availability or price. The clerk even went out back to grab a fresh copy of the game that hadn’t had grubby fingers all over it. That was a nice touch.
DSE Westfield
Third was Dick Smith Electronics Westfield. As DSE caters to the home electronics market as well as gamers we were expecting them to have a higher price. We were pleasantly surprised to see Assassins Creed priced at $99 dollars – only two dollars more than JB Hi Fi, and $20.99 less than both EB Games and the Gamesman. In all honesty, our operatives expected the request for our word of mouth $2 price match reduction to fail – but after consulting with her supervisor our sales clerk agreed. Unlike the Gamesman however, the DSE clerk did ring JB Hi Fi to confirm prices and stock.
The Warehouse Petone
Someone must have tipped the Warehouse off to NZGamer’s secret sting, for as our team finally made their way to the gaming section they discovered that Assassins Creed II had been dropped in price from $108 to $97 – a direct match with JB Hi Fi. Even though they were slightly annoyed that they didn’t get to haggle for a price match on secret camera our operatives did note that the Warehouse had moved quickly to drop their price. There were big, obviously recent, price stickers covering the old advertised price.
That brings us to an end of our undercover investigation in the Lower Hutt region. Next week our operatives are heading into central Wellington to see how the stores fare.
Be sure to check back next week for part two!
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FacebookCOMMENTS (43)
That piece about The Warehouse having already matched the price once your sting was done was hilarious!
Look forward to the next part! :D
I think haggling more or less doesn't exist any more and not many people will care to price check...which is a shame really.
Then again I just use Mightyape and steam...sooo...eh. Stuff actually going into EB games in the Hutt, srsly theres so many "SALE" signs in there that anyone over 6ft cant see.
Far out. Everywhere in Auckland is real strict with there price match. I asked DSE Newmarket to price match a game but they said the price was to low for them to match..
so did you guys end up with 4 copies of Assassins Creed 2 lol?
I got my copy, 2 days after nz release for only 89.95 - Firstgames on TM.
Simple. =P
Did anyone pre-order from the Ape? you get a flashy booklet as well (for the additional 40+dollars)
interesting "expose" though
if you really think it should be called that...
It's called Trademe, and its cheaper than the lot. I got my copy, 2 days after nz release for only 89.95 - Firstgames on TM. Simple. =P Did anyone pre-order from the Ape? you get a flashy booklet as well (for the additional 40+dollars)
Gonna go trade in infamous this week and get something cheap XD. Im gonna see if eb price match and trade in together XD
Nah, we used extensive techniques to ensure we didn't end up purchasing them. Also known as having no money.
Mightyape it is then!.
an investigation i'd rather see is eb's sale prices vs their everyday RRP. ive heard dirty rumours that they make up an increased price so they can use 50% off stickers etc...
So say Red Faction was $129 on release - 6 months later its $99 - then when the sale comes around they bump the sticker back to $129 and say $30 off. Its not illegal or anything, its just sh*t.
http://pricespy.co.nz
Except it's likely a foreign copy, which means you're screwed for the upcoming downloadable content.
Good article. It pays to look around. Games are usually cheaper online, where I get 'em.
Nah, we used extensive techniques to ensure we didn't end up purchasing them. Also known as having no money.
Just simply (read: deliberately) press the wrong account on the machine, and VOILA! It could easily passed of as "uh, what? My card suddenly doesn't work..." ;)
I had a pretty good experience in haggling with EB Johnsonville; they agreed to match DSE's price on GH4 when it first came out, provided a nearby DSE had stock. Surprisingly, the clerk rung around about 5 DSE stores in the greater Wellington/Hutt area. Unfortunately he didn't find any stick, but i was impressed that he was so determined to help me.
Haha that's funny, the first video sounded like the purchase was about to be put through. I was sure they couldn't get out of that sale.
This article is just retarted.
Allrite so firstly..
Westfeild EB:
Fair enough no display of the game.. Did it ever occur to you douche bags that it is Christmas period and they are flat out busy?? Do they need to ask EVERY customer for a brochure showing the cheaper price?? how do you know a customer hasn't just previously been in asking the same tight-as* question as you p*nis pumps.
Gamesman Lowerhutt:
Same deal.. lets say they had a customer come in 5mins before you sss*luts decided to show up. Is it fair to rate them on not ringing JB? again.. these guys seem pretty flat-out as one of the clerks needs to interrupt the other one to ask this annoying question.
DSE Westfield:
You guys are Fuc*ing TOOLS... its $2 FFS
what a waste of time
reviewer.. you are a horses di*k in a tiny mouth.
Warehouse Petone:
you went there only to FAIL! as does this article.
As quoted on this page:
"New release titles are often over the $100 dollar mark and the physical location of stores combined with a lack of available time, means that consumers can’t always ‘shop around’ for the best place to go"
Ok lets say that is the case.. everyone needs to price match to get it cheapest where they can reach. and since it is xmas time there are alot of people doing the same.. yet the douche pair "shinigami and Ryback" (gay much btw?) seem to be disappointed that stores ARE VERY WILLING to price match so easy. I dont get that... isnt that a good thing..?
"Even though they were slightly annoyed that they didn’t get to haggle for a price match on secret camera"
Oh ok... so your not really pressed for time you just want to make co*ks of yourselves? easy enough eh shinigami?? Hahaha what lame names..
Guys.. W.t.f is this?!? so unprofessional.
Seriously, save yourselves the effort of reviewing the Wellington stores and sit on a pair d*icks instead like you do normally on your weekends.
FAIL FAIL FAIL This article is just retarted. Allrite so firstly.. Westfeild EB: Fair enough no display of the game.. Did it ever occur to you douche bags that it is Christmas period and they are flat out busy?? Do they need to ask EVERY customer for a brochure showing the cheaper price?? how do you know a customer hasn't just previously been in asking the same tight-as* question as you p*nis pumps. Gamesman Lowerhutt: Same deal.. lets say they had a customer come in 5mins before you sss*luts decided to show up. Is it fair to rate them on not ringing JB? again.. these guys seem pretty flat-out as one of the clerks needs to interrupt the other one to ask this annoying question. DSE Westfield: You guys are Fuc*ing TOOLS... its $2 FFS what a waste of time reviewer.. you are a horses di*k in a tiny mouth. Warehouse Petone: you went there only to FAIL! as does this article. As quoted on this page: "New release titles are often over the $100 dollar mark and the physical location of stores combined with a lack of available time, means that consumers can’t always ‘shop around’ for the best place to go" Ok lets say that is the case.. everyone needs to price match to get it cheapest where they can reach. and since it is xmas time there are alot of people doing the same.. yet the douche pair "shinigami and Ryback" (gay much btw?) seem to be disappointed that stores ARE VERY WILLING to price match so easy. I dont get that... isnt that a good thing..? "Even though they were slightly annoyed that they didn’t get to haggle for a price match on secret camera" Oh ok... so your not really pressed for time you just want to make co*ks of yourselves? easy enough eh shinigami?? Hahaha what lame names.. Guys.. W.t.f is this?!? so unprofessional. Seriously, save yourselves the effort of reviewing the Wellington stores and sit on a pair d*icks instead like you do normally on your weekends.
an investigation i'd rather see is eb's sale prices vs their everyday RRP. ive heard dirty rumours that they make up an increased price so they can use 50% off stickers etc...
I've found EB and Gamesman (who I believe are owned by the same company) have consistently higher prices than DSE, JB HI-FI or The Warehouse. This applies to all titles I can recall buying.
EB and Gamesman frequently (it feels like once a month) have games sales which bring the price down. What I find really interesting is that even during a sale the price is usually within $1-2 that of the other 3 stores. As a result I only check EB and Gamesman if they have a sale and if I have the time.
Out of JB HI-Fi, DSE and the Warehouse I still shop around for specific titles as the prices can differ significantly by title. I'm guessing this is based on their suppliers and how frequently they check their competitors prices.
I find The Warehouse has fewer titles but has lots of copies of what they consider to be the top 10 games. DSE and JB HiFi tend to have a broader range of titles.
Its not all doom and gloom for EB and Gamesman though The service I've received at EB has been pretty good. EB also sells second-hand games which can be worth buying if its the right kind of game.
Unfortunately (for EB) I don't want to pay $20-30 more for good service and I rarely find they have second-hand titles that I'm looking for.
Good article - nice to see all our stores were willing to match the lowest price - competition is good for all us gamers.
In England I used to pay about 30Quid for a new PC release, in NZ its $100, even on old school conversion of 3x it should only be $90, but on the current conversion rate it should only be $67.
Now that aside, if you look at our market, smaller, less wealthy, there are less people that can afford to pay $100 or 45quid for a game. 5 years ago in London my weekly salary would buy 13.2 new games, here in NZ, (bearing in my mind as well new games there and here do not appear to have changed in price, whereas salaries will have) my weekly after tax salary would net me 7.6 new games.
Surely, retailers would do better by negotiating better rates with the publishers or reducing their own mark up, by my math its better to sell 100 games at $60 each than than 20 games at $100 each, thats only an example of course, the figures will likely be quite different, but I bet their are heaps of people that do not buy $100 games and, like me, wait for them to come available at more affordable prices on Trademe 6-12 months later.
What I also find staggering is how 12-18 months after release some retailers/etailers still try and sell an old game at new or near new prices, SBK08 for $70? COD4 $100, retailers need to pull their heads of of their asses and get real, or do they not know their market at all? I bet the guys working in the stores are on $40k or less as well, so if they weren't working at EB, JB, DSE, would they be afford to a $100 game, as well as supporting their family? I don't think so.
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