Waitrose 效應 effect

英國樓價高企已不是新聞，而有些地區甚至被Waitrose效應推得更高。Waitrose並不是什麼名校或者經濟理論，而是英國一間超級市場。
In the UK, the property market is known to be expensive, and in some areas it is pushed even higher by the Waitrose effect. For those who don’t know, Waitrose is not a school, nor an economic phenomenon, but a supermarket.

 

Waitrose是英國一間連鎖超級市場，總共有350多間店鋪，但只約有5%的市場佔有率，所以在英國來說算是比較小規模。它的店鋪多數集中於較富裕的地區，尤其以英國南部及倫敦範圍較多。有研究指出，在Waitrose附近的平均房價，會比在較遠的高出大約4萬英鎊，或10%左右。所以當年Waitrose效應剛出現時，有很多屋主當知道Waitrose 會在自己住的地方附近開新店時都會很開心，因為房價很可能會因此升值。
Waitrose is a supermarket chain with about 350 stores in the UK. It is small in comparison to other supermarket chains with only 5% of the market share. Most of their stores are located in the more desirable areas with quite a high concentration in the south of England and greater London. Research has shown that having a Waitrose nearby increases property prices by nearly £40k or 10% more than those in surrounding areas. When the Waitrose effect first became apparent, many home owners got very exicted when they found out Waitrose was going to open a store near them, as it could increase the value of their property.

Waitrose走中高檔路線，顧客也多是中產階級，所以一般人都覺得它的貨品比較貴，但我卻不是這樣看。
Waitrose targets the middle class, and is perceived by many as expensive. However, my view is quite different.

跟其他英國主要超市不同，Waitrose沒有購物集點計劃。但它們提供的會員優惠其實較實際。例如它們在店裏有提供免費茶或咖啡給顧客享用，咖啡還是現磨咖啡豆而不是即沖咖啡。飲料是採取自助式，可惜卻被部分人濫用。這些人不只取一杯，甚至可能一天內多次到店取免費咖啡，而且從來不在店裏購物，簡直把這裏變做他們的免費咖啡店。後來店方要求顧客展示會員卡（申請會員卡是免費的），才可以取免費飲料。
Unlike the other major supermarkets in UK, they do not offer a points reward programme. Instead their rewards are much more immediate and practical. For example, their free tea or coffee (proper roasted beans, not instant coffee) offer is so popular that sadly people started to abuse the system when it was first launched. In a typical British honesty system, this is a self-service offer for shoppers but many non shoppers just helped themselves, sometimes to multiple cups each day without ever spending a penny in store. Now, you have to show your membership card (which is free to apply ) to get your free daily drink.

Waitrose另一項十分實際的優惠是免費送報紙。計劃初開始時，在週末是最吸引的。你只需要購物超過￡5就可以有一份免費報紙，而報紙的價格也計算在那￡5裏面。免費報紙包括中産人士常閱讀及較有質素的，例如泰晤士報，衛報及每日電訊報。它們的價格在週末也較貴，甚至高達￡2.7。所以扣掉報紙價錢後，你只需要付￡2.3就可以買到一籃子價值￡5英磅的貨物。後來Waitrose把這優惠最低消費提高到￡10，而較為大眾化的娛樂小報太陽報現在也包括在優惠內。
The other offer is a free newspaper. When this offer was first launched, it was the most attractive on the weekends. If you spend at least ￡5 (including the cost of the newspaper) you get the newspaper free. The newspapers on offer were the more established quality ones such as The Times, Guardian, The Daily Telegraph etc. With some of these papers costing up to ￡2.7 on a Sunday this was an extremely good offer as you only end up paying ￡2.3 for ￡5 worth of goods. Since then, the minimum spend has been increased to ￡10 each day, and even the entertaining tabloid, The Sun is included in the offer now.

我個人最喜愛的優惠就是自我選擇折扣貨品。店方會提供一張有好幾百樣貨物的清單，會員可以自由選擇當中的十樣貨物，而每次購買時可有20%折扣。平日一般所需的東西例如高質雞蛋或Waitrose的自家製芝士（起司）及香腸也有。每隔一段時間，會員可以更改清單上的貨品，所以當你這個月吃厭了一樣食物，下次又可以選擇另一樣新的。當然不是所有貨物都包括在內，例如名貴紅酒就排除在外喔！
My favourite offer from Waitrose is their Pick Your Own Offer. This is where you pick 10 items from their list of hundreds, and get 20% off every time you buy it. Not everything is on the list such as expensive wine, but it covers enough daily staples such as good quality eggs, and their delicious cheese and sausages. You can even change your list once a month, so if you get tired of eating something too often, you can easily switch to something else.

Credit : Waitrose

大家一定覺得我對Waitrose十分熟悉吧。對，我以前在英國家附近也有一家，而我也經常在那裏購物。這不是因為我覺得自己是中産，而是其實它不是大家想像中那麼昂貴。很多貨品的定價其實跟其他大型超市一樣，還經常有買一送一優惠，再加上它本身的會員優惠，及一系列較便宜的自家品牌產品，其實並不比其他大型超市的價錢高。有時它的鮮肉或蔬果可能會較貴一點點，但在食物的質素方面可充分反映出來，不會擔心有黑心食品，所以絕對是物有所值。
You may think that I seem to know Waitrose pretty well? Yes, you’ve guessed it, we did use to live near a Waitrose in the UK. I didn’t shop at Waitrose because I’m a middle class, but because I realized their products aren’t in fact that expensive. In fact, a lot of their products are actually priced the same as other supermarkets, and they often run BOGOF promotions like any other supermarkets. In addition they also have their own budget ‘Essentials’ range of products. So contrary to believe, once you take into account of all the offers especially the membership ones, I don’t actually pay much more. The slight premium you do pay on fresh meat or fruit and vegetable is reflected in the quality you get which I think is definitely worth it.

聲明 : 我寫這篇文章並沒有收到任何報酬，我的博客(暫時)還未有那麼大影響力!
Declaration : I have not received any benefit of any kind to write this article. My blog isn’t that powerful (yet) !