Alastair opens…..The Great OFT Debate
Very recently the OFT published its findings after investigation into the Mobility Aids Market in the UK. The study centred around three main headings;
- whether consumers are treated fairly
- whether consumers can access, assess and act on information which enables them to make informed purchasing decisions and to drive vigorous competition amongst firms, and
- whether competition in the supply of wheelchairs in the UK is working well for consumers.
Now I think we will all agree that we want to treat our customers fairly. But the recommendation that has arisen from the second point, that we should all make our pricing more visible to allow potential customers to view our web sites and make a decision based purely on price is fraught with danger.
In my opinion it is likely to give people unrealistic expectations as to the amount they will have to pay for a properly assessed piece of equipment rather than the cheapest we could advertise on the web.
Picture this – A new mobility customer looks around on the internet for a scooter. He sees new 4 wheel scooters from £599. So he orders a shiny new scooter without going through any assessment process and when it arrives he can't use it because he forgot to say that he weighs 23stones and has a damaged knee which prevents him from flexing it fully. The scooter delivered is a ‘boot' type scooter that is completely unsuitable.
Surely it is better to emphasise the assessment process on our web sites rather than the price to ensure the correct solution is offered before prices are compared. There should be no problem being open about what are prices are, but these should only be offered when we are sure that the price is for a product that is correct.