Secrets of Poundland: Dispatches - TV review
While many shops on the British High Street are struggling to survive with the economy, there is one that seems to be sailing above others and expanding at a huge rate. That store is Poundland – where everything costs, well, one British pound.
Investigative reporter Harry Wallop looked a little closer into how the West Midlands-based company operates and how, in the current climate, it thrives and is head-and-shoulders above other discount stores.
"It's the sensation of the recession", Harry exclaimed. "It's even made it chic, to be cheap", he added, cutting to a clip of posh Made In Chelsea toffs gushing on a popular chat show how they "LOVE Poundland". (Although I doubt you will see many of them doing their weekly shop there.)
With a new store opening on average every five days, and pre-tax profits up 50 per cent a year, the show looks at how it sells cheap and yet still makes cash.
But Harry asked the question: "Is it always as cheap as you think? Well, you would be surprised."
The show talked to shoppers who use the store and showed some of the tricks of the trade, such as selling packets of well-known brands with huge writing promising 50 per cent or extra product for free, or deals that make shoppers go weak at the knees – where in fact packets may be smaller than offers that can be found in supermarket giants.
Two pensioners said they shopped there because it's "what we need", but the programme insisted things aren't always what they seem.
Harry said: "For many people, Poundland seems like a saviour in the time of recession, but it could be costing you more than you bargained for," he warns again, with flashes of the store's promise of 'amazing value' and 'top brands' flashed across our screens.
Already there are 400 shops in the Willenhall-based firm's empire, with plans to increase that number to 1,000.
The store gets more than four million customers through its doors every week. Pretty impressive. Some people even spoke of how they 'need' the store.
Harry went the store to do some secret shopping – before then opening his own 'shop' to reveal his findings to surprised shoppers nearby.
He believes that by selling some top brands, this makes people believe its like a normal supermarket but much cheaper - and makes them trust it.
He also looked at the value, by using a direct comparison with products available in Poundland and other high street stores.
For example, a 180g jar of chocolate spread costs £1 in Poundland, but in Tesco, for the same price, you can pick up a 200g jar. This is similar to a loaf of 600g bread in the pound store, where 800g is the same price in Asda.
Other tricks which Harry claimed to have uncovered included confusing shoppers with deals, using 'phantom brand's registered as Poundland but making people think there is more choice of brand, or getting people to think they have no choice but to shop there.
But for the humble shopper, Harry reminded us, the lesson is an age-old one. Look very carefully before you buy.
Claire Fry
