Episode notes

A discount isn’t just a number. It’s a story about what something should cost.

In this episode of ThinkShift, we unpack the psychology behind the Coles “Down Down” Federal Court judgment, the ACCC’s case against Woolworths’ “Prices Dropped” promotions, and why a big discount ticket can make a price feel like a bargain, even when it isn’t.

We explore how anchoring, reference pricing and visual cues shape perceptions of value
Why shoppers trust the comparison they’re given
When a helpful pricing shortcut crosses the line into manipulation

With Australians already questioning whether they can trust the prices they see, the commercial lesson is bigger than supermarkets:

You can win the transaction and still lose the customer.

Price isn’t just what someone pays. It’s what they believe about your business after they’ve paid it.