Customers are purchasing less at the grocery store these days, and it's not just because finances are tight at home.
Consumer good manufacturers are calling the practice “short-sizing;” making the package smaller while keeping the price the same in an effort to save money on production costs and transportation. Alas, consumers are getting one less breakfast out of the cereal box and one less load of laundry out from the detergent bottle.
Some participating companies told The New York Times that consumers should be happy that the packages contained less and kept the price same, instead of just adding a buck in cost onto the original sizes. Unsurprisingly, consumers seem to disagree and have taken to the Internet to complain about the lack of disclosure. Of course, if they look very, very closely, the contents are marked on the package.
Companies always talk about how transparent they are, about how they want to have a dialogue with their customers, how they love everyone. “Words, words, words,” Hamlet said. Telling customers that they're getting less for the same price they paid in the past might be tough, but it's necessary. Honesty takes a bit of the sting out of a situation that's putting everyone in a painful position.
PR Play rating:
3. On the right track