Alza had Black Friday checked by the shop watcher

Alza.cz continues to actively cooperate with the shop watcher. She had an audit of all discounts offered in the Czech e-shop as part of the Black Friday event launched yesterday. This is another of a series of activities through which the company, based on feedback from customers, constantly tries to improve its processes for setting transparent discounts. Alza.cz has been striving for a transparent and fair approach for a long time, which is why it openly comments on the pricing policy as part of various incentives. WITH Shopkeeperhe has been cooperating since last fall, when the company began to proactively provide him with price data.

"Artificially inflating the original price in order to communicate a bigger discount is completely against our rules. In order to further minimize the risk of a possible error, we asked for a complete audit before the launch of the current Shop Watcher campaign." Petr Bena, vice-chairman of the Alza.cz board, announced the continuation of cooperation between the companies. "As the internet number one in the Czech Republic, we want to set an example for the entire market in terms of fair communication in the long term," he adds. Therefore, Alza also changed the method of determining the original price - for Black Friday, which started on Monday, it is based on the amount for which it actually sold the given product in the last ninety days, instead of the amount it paid when the product was launched on the market. In the event that goods are found for which the deducted amount and above-communicated discounts do not correspond to these internal rules, an immediate correction is always made.

"The main goal of the shop watcher is to correct the historical practice, when the vast majority of Czech e-shops present unrealistic discounts as part of their events. We are glad that Alza.cz is one of the first that is demonstrably striving for the same as us. As part of the current discount event, we have checked all products to ensure that the stated discount is real and reflects the sales prices of the last months. We plan to gradually change this calculation defined by us according to the new EU directive, which should apply within two years. All Czech e-shops should be guided by this, and we will be happy to help them with it." adds Jakub Balada, co-founder of Apify.

"We currently monitor 13 of the largest Czech e-shops and over a million products. We have added to them a simple verification of the price development, so that the consumer can easily navigate and recognize when the offered discount is real and the price is favorable. Our users have already installed almost 17 thousand extensions. This is also why we highly value the active approach of big players such as Alza,” said Jakub Turner, Keboola's commercial director.

Strict internal standards for communicating discount amounts Alza introduced three years ago. It subsequently adjusted the cut-off original price for thousands of items to reflect the price erosion that occurs over time, particularly in IT and electrical goods.

Shopkeeper is a non-profit project whose goal is to protect Czech consumers from the ingenuity of the marketing departments of large Czech e-shops. For more than three years, it has been monitoring the development of product prices at the largest Czech e-commerce players, including the stated discount and the "original price" from which it was calculated. So the customer can easily check whether the purchase is really as advantageous as it is declared.