Sports Direct cheaper pricing claims 'could be misleading'

CHAIN COMES UNDER SCRUTINY AFTER CONSUMER GROUP CHECKS 'SUSPICIOUS' RECOMMENDED PRICES

- By JOSIE CLARKE

SPORTS Direct's pricing could be misleading shoppers into thinking they are getting a better deal than they really are, consumer group Which? has said.

The watchdog has reported Sports Direct to the Competition and Markets Authority (CMA) following tip offs over the retail giant's use of recommended retail prices (RRPs).

The Shirebrook-based company commonly prices its products with a comparative RRP figure to indicate it is offering customers a cheaper deal.

But Which? said its researchers could not find some items sold at Sports Direct's stated RRP price anywhere else online.

As well as using RRPs as reference prices, the chain also uses terms such as manufacturer suggested retail price (MSRP) or suggested retail price (SRP), which the watchdog believed would also be interpreted by consumers as being the same as an RRP.

Which? said it was tipped off about “suspicious” RRPs by Which? readers, and proceeded to look at the pricing of 160 popular products on SportsDirect.com.