The Big W motto is “Everyone’s lowest prices every day.” This simple yet effective motto succinctly captures the essence of what Big W aims to provide its customers – low prices on a consistent, daily basis. As one of the largest retailers in Australia, Big W strives to live up to this motto by offering competitive pricing across its wide range of products. The motto promises customers that they don’t have to wait for sales or hunt for bargains to get the lowest prices – the low prices are available every day at Big W.
What does the Big W motto mean?
The Big W motto “Everyone’s lowest prices every day” contains several important components:
- “Everyone’s” – This implies that the low prices are for all customers, not just select groups. Everyone who shops at Big W can take advantage of the low prices.
- “Lowest prices” – Big W asserts they offer the lowest, most competitive pricing compared to other major retailers.
- “Every day” – The low prices are consistently available daily, not just for short-term sales or special promotions. Customers can rely on the affordability daily.
Taken together, these three elements of the motto emphasize Big W’s commitment to maintaining rock-bottom pricing for all customers on a consistent, ongoing basis – not just once in awhile when items go on sale. This helps build trust and loyalty among shoppers who know they can always find deals at Big W, day in and day out.
When did Big W start using this motto?
Big W first began using the “Everyone’s lowest prices every day” motto in the early 1990s. It was coined during a major rebranding and repositioning of the Big W brand in the Australian marketplace. At the time, Big W sought to differentiate itself from competitors by emphasizing an aggressive everyday low pricing strategy.
This motto helped redefine Big W in shoppers’ minds as the go-to retailer for reliable low prices across its assortment. The consistent messaging around “everyday” low pricing established Big W as a price leader compared to other major Aussie retailers who focused more on temporary markdowns and sales. The motto was highly effective in signaling the brand’s value position in the market.
How does Big W fulfill its motto?
Big W implements a variety of strategies and processes to maintain the integrity of its “lowest prices every day” motto:
- Careful product cost control – Big W leverages its scale and ordering volumes to secure advantageous contracts with vendors and suppliers to keep its wholesale costs as low as possible.
- Lean distribution system – An efficient distribution network helps keep Big W’s operational costs down so savings can be passed on in pricing.
- Minimal advertising/promotions – Avoiding expensive advertising and promotions puts more emphasis on EDLP (everyday low prices).
- Price optimization tools – Advanced analytics help Big W set optimal pricing and quickly respond to competitors.
- Price matching guarantees – Policy of matching competitor pricing demonstrates commitment to lowest price claims.
- Economies of scale – Massive size generates cost efficiencies that support low pricing.
- Private labels – In-house brands with lower overhead offer value at lower price points.
By integrating these strategies throughout its operations, Big W makes good on its brand promise of “everyone’s lowest prices every day” and maintains price leadership in the market.
How does the motto impact the customer experience?
The “everyday low prices” motto has a very positive impact on the Big W customer experience:
- Clarity around pricing – Removes ambiguity and creates transparency about getting consistently low prices without needing to wait for sales.
- Reduced stress – Minimizes the anxiety and effort of having to hunt down the best deals and discounts.
- Time savings – Shoppers know they can find low prices anytime without investing extra time searching for deals.
- Accessibility – The promise of “everyone’s lowest prices” makes low prices inclusive to all shoppers.
- Trust – Reinforces perception of Big W as a low-price leader that delivers on its branding promise.
- Confidence – Customers feel assured they are getting excellent value for money on every shopping trip.
In essence, the motto simplifies the shopping experience by clearly signaling that customers can easily find the best prices every time they shop without catching sales or jumping through hoops. The reliability provides a sense of comfort and control.
How is the motto advertised and promoted?
Big W relies on several key strategies to heavily promote and reinforce its “everyday low prices” motto across channels:
- In-store signage – Motto is proudly displayed on signs throughout stores.
- Advertising – Majority of print, digital, TV, and radio ads feature the motto.
- Weekly catalogs – Motto is always highlighted on the front cover of the catalog.
- Online banner ads – Motto consistently included in display ads on websites/social media.
- Product tags – Motto printed on shelf tags to reiterate low price claims.
- Cash register receipts – Motto printed on bottom of every customer receipt.
- Employee uniforms – Motto featured prominently on staff aprons/shirts.
- Shopping bags – Motto printed on side of carry bags.
- Self-checkout screens – Motto displayed during checkout process.
This broad promotion ensures customers are constantly exposed to the “everyday low prices” message across every touchpoint, reinforcing Big W’s value positioning. The repetition also builds strong brand awareness and mindshare.
How does Big W uphold the motto?
Maintaining trust and credibility around the “everyday low prices” motto requires diligence and commitment from Big W. Some of the key ways Big W upholds its promise day-to-day include:
- Regular price audits – Frequently check pricing against competitors to ensure prices remain lowest.
- Data analytics – Monitor and adjust pricing gaps in real-time based on competitors’ moves.
- Everyday Low Cost (EDLC) culture – Instill an organization-wide focus on keeping costs down.
- Negotiate supplier deals – Use scale to secure ideal wholesale cost prices from vendors.
- Private labels – Tightly control quality and costs for private brands.
- Staff training – Educate employees on motto and EDLP principles.
- Motto performance metrics – Track motto effectiveness through surveys and sales data.
- Price-match guarantees – Manager empowerment to instantly approve matches.
This combination of processes, tools, and execution ensures Big W lives up to consumer expectations around the motto each day. It’s an ongoing effort that requires company-wide commitment.
How does the motto impact Big W’s market positioning?
The “everyday low prices” motto has profoundly impacted Big W’s competitive positioning as a discount retail brand. The key effects include:
- Price leader associations – Consumers perceive Big W as the leading price-discount retailer.
- Value positioning – Reinforces value-based relationships with shoppers rather than just competing on promotions.
- Fosters loyalty – Motto builds trust that converts casual shoppers into loyal brand advocates.
- Guides decisions – Provides an unambiguous guidepost to inform operating strategy and choices.
- Consistency over time – As one of Australia’s oldest retailers, the motto has given the brand consistent meaning over decades.
- Distinct identity – Motto establishes clear brand identity as an EDLP (everyday low price) retailer.
- Competitive separation – Differentiates itself from retailers that rely more on sales, deals, and discounts.
The motto has essentially cemented Big W’s positioning in the market as the flagship destination for value-driven shoppers seeking reliably low prices day after day.
What sets Big W’s motto apart from competitors?
When compared against key competitors, Big W’s “everyday low prices” motto stands out in the following ways:
Vs Kmart
- Unwavering commitment – Big W maintains the motto long-term rather than as a temporary campaign.
- Greater price transparency – Removes ambiguity of when the lowest prices are available.
- Omnichannel consistency – Motto applies across in-store and online rather than varying by channel.
- Price stability – Emphasizes stable EDLP over variable discounting.
Vs Target
- Simplicity – Straightforward flat commitment rather than qualified claims.
- Price inclusiveness – “Everyone’s lowest prices” invites all shoppers rather than exclusive deals.
- Lower prestige associations – Target branding suggests affordable prices for middle-income rather than just low-income shoppers.
- Higher price aggressiveness – “Lowest price” claim indicates greater price competitiveness.
Vs Aldi
- Wider assortment – Aldi focuses on groceries and limited selection rather than Big W’s extended general merchandise.
- Greater brand awareness – As one of Australia’s most recognized brands, Big W motto has higher awareness.
- Not limited-time – Aldi “Special Buys” are temporary deals while Big W’s motto represents an ongoing promise.
- Accessibility – Aldi’s predominantly suburban smaller-format stores have less convenience than Big W’s widespread superstore presence.
Overall, Big W’s long-running motto continues to stand out in Australia’s ultra-competitive retail landscape by clearly signaling an unconditional commitment to everyday low prices for all.
Conclusion
The Big W motto “Everyone’s lowest prices every day” succinctly captures the retailer’s enduring value proposition for shoppers. It promises access to the lowest prices available in the marketplace every single day without having to wait for promotions, clip coupons or navigate complex loyalty programs. The motto has become an iconic brand asset for Big W since it was first introduced in the 1990s during the chain’s major repositioning as a price leader. Its simplicity, clarity and consistency continues to set Big W apart from rival retailers who cannot make the same flat, unconditional lowest price commitment day-in and day-out. Much more than a slogan, the motto guides business decisions and processes to deliver on its promise. When effectively supported enterprise-wide, the motto builds immense trust and loyalty among value-driven customers who know they can always find Big W’s famous everyday low prices whenever they shop.