Charlie Burton, the company’s pricing director, said Brakes had stopped publishing prices in 2011 – partly because they worried prices were perceived in the market as too high and partly because its own pricing structure had become ‘confused’.
“Prices were not related in any sensible way, for example the same brand of still and sparkling water might be very different in price.”
When Brakes subsequently went out to get customer feedback, he admits they got a lot of negative comments.
“Customers found the buying process slow, not transparent on pricing and the whole experience frustrating.”
Now the company has unveiled a new policy on open pricing.
“This allows them to shop with confidence but lifts the conversation for our sales staff with them above a haggle over price to finding out what they want and helping them to grow their business.”
Customers are awarded a trade discount, a flat percentage based on how much they spend and volumes ordered.
“There’s no retrospective involved, if a case of water costs £10 and you qualify for 20% discount then you know the invoice price will be £8.”
In November prices will be published in the Brakes brochure and online, with the company promising to review them only twice a year – in March and September.
Burton added: “There is a marginal risk in letting competitors know our prices, but the gains from the reassurance for our customers is more important to us.”