COLORADO (KOAA) — Some Kroger shoppers across the country have been paying full price for items advertised as on sale, according to a months-long investigation by Consumer Reports.
Consumer Reports recruited people to shop at more than 25 Kroger and Kroger-owned stores across 14 states and the District of Columbia in March, April and May.
The report says the recruited shoppers found expired sales labels that led to overcharges on more than 150 items.
Colorado was not listed as one of the states recruited shoppers visited, however, the investigation started after Colorado King Soopers workers in labor union negotiations with the company said there were widespread errors on price labels that Kroger knew about.
The average overcharge was $1.70 per item, or 18.4% more than the sale price. Experts say these tag errors could violate both federal and state consumer protection laws.
In a statement from Kroger to Cosumer Report, the company said they are "committed to affordable and accurate pricing,” and they conduct price checks that review “millions of items weekly to ensure our shelf prices are accurate.”
They also say the sales price tag errors were but a “few dozen examples across several years out of billions of customer transactions annually.” Kroger added, “while any error is unacceptable, the characterization of widespread pricing concerns is patently false."
Update as of 7:00 a.m. Friday:
Kroger provided News5 with a statement regarding the consumer report that was released, claiming that the "allegations" are a result of "misinformation."
The full statements can be found below:
“The Consumer Reports allegations boil down to misinformation, reviewing a handful of discrete issues from billions of daily transactions. It in no way reflects the seriousness with which we take our transparent and affordable pricing.”
“Kroger is committed to affordable and accurate pricing, and we conduct robust price check processes that reviews millions of items weekly to ensure our shelf prices are accurate. The complaint noted by Consumer Reports included a few dozen examples across several years out of billions of customer transactions annually. While any error is unacceptable, the characterization of widespread pricing concerns is patently false."
"Kroger’s “Make It Right” policy ensures associates can create a customer experience and addresses any situation when we unintentionally fall short of a customer’s expectations. Connecting regular technology upgrades and our “Make It Right” policy to price accuracy is incorrect."
"It is also inaccurate to say the company reduced standards or labor hours. We have not done so, and in fact, the standards we set in 2017 remain the same today."
"We intentionally staff our stores to keep them running smoothly while creating an enjoyable place to shop. Our staffing decisions are data-driven to balance workload and schedules."
"For nearly two decades, Kroger’s business model has been rooted in bringing down prices to attract more customers to our stores – and this is not changing. We respect our associates and our customers, and we conduct our business accordingly.”
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