[Through midnight on Monday, June 23rd, get FREE shipping on all orders – including orders containing the refrigerator water filters below – by using the code ‘June1’ at check out.]
Earlier this week, we shared information that is probably not incredibly surprising to anyone that has ever purchased refrigerator water filters online: It’s just a little bit cutthroat out there.
Our response to this inherent industry trait is to ensure we are always able to offer you the lowest price and highest quality filters possible, through our No Worries and Price Matching Guarantee, and to do so with as much honesty and transparency as possible.
At the end of the day, our objective is not to sell you just one refrigerator water filter at the lowest price, but to ensure you trust us enough to keep coming back when that first filter’s six month lifespan is up. We also want to ensure you trust us enough to look into some of the other products that we are proud to offer, including our huge selection of air filters and pool filters, found here and here respectively.
Unfortunately, in analyzing some of the products advertised by our competitors, the value of transparency becomes just a little fuzzy. To position it a bit more bluntly, we see image-based product listing ads that we feel are baiting and switching the online refrigerator water filter buyer.
But in analyzing the image-based product listing ads some or our competitors are running in Google, something we do daily on your behalf, we count at least five instances of what we feel represents baiting and switching through the use of imagery.
For instance, see the screencap below to get a closer look of some of the image-based product advertisements in Google for the Maytag UKF7003, current as of the AM hours of June 20th 2014. In the center, just between the two ads we are running for our comparable Tier1 line, you’ll see an ad from one of our competitors. Clicking on this link, which clearly shows an image of a Maytag product, takes you to a page offering a comparable offering from Supco.
Is Supco a low quality brand? Certainly not. Along with our own line of refrigerator water filters from Tier1, Supco is a brand that we are proud to offer. But Supco is not the brand pictured in the ad. Any online buyer clicking on this ad, expecting to find the genuine OE Maytag filter pictured, would instead find a lower priced comparable version from a different brand. In other words, the price point is accurate, it’s just promoted with the more recognizable image of the product.
See at least four more instances of this below, all current as of the AM hours on June 20th 2014, first attached to GE MWF refrigerator water filters…
…and then Whirlpool 4396508 refrigerator water filters…
The bottomline is this: we are not calling out our competitors for offering low quality products or poor service. We are simply asking why a company that offers high quality products and great service would have to resort to these types of tactics just to get you to their site.
We know it’s a cutthroat industry. We live it every day. But when you visit our online store through an image-based product ad, you can trust that we’ll serve up the product you expect to find, first and foremost. If we didn’t, how could we in good faith ask you to trust us again?
If there is a refrigerator water filter, air filter or any other type of filter you are having trouble finding on our site, we invite you to either call our customer service team for help at 1-800-277-3458 or use our new Refrigerator Filter Finder.
Are you a veteran, currently serving in the Armed Forces, or buying a gift for a veteran or soldier? Use the discount code ‘VETERAN’ at checkout to take 5% off your entire order!