Woolworths boss Amanda Bardwell skirts around questions relating to pricing similarities with Coles

Woolworths boss Amanda Bardwell has refused to give a direct answer when questioned about its similarity in pricing with rival Coles.

Ms Bardwell on Monday appeared before the Australian Competition and Consumer Commission’s inquiry into supermarkets, along with former Woolworths chief executive Brad Banducci.

The inquiry will hear from them over the next two days, with Coles executives appearing on Thursday and Friday.

When asked if Ms Bardwell agreed that pricing, leaving aside promotions, was similar between Coles and Woolworths, she told the inquiry: “Certainly (we) want to make sure that customers, if they’re choosing between the two of us that they choose Woolworths.”

The question was repeated by counsel assisting the ACCC inquiry Naomi Sharp SC, who noted 30 per cent of Woolworths’ products were on promotion at any one time.

Ms Bardwell said its pricing strategies were “broadly in a similar territory” as Coles.

“But we’re wanting to make sure that customers who can check the prices on each individual item across both Coles and Woolies, and many other retailers, are choosing us,” she told the inquiry.

“And so prices play a critical role in our strategy, alongside lots of other non-price factors as well.”

Also fronting the hearing on Monday are Woolworths property managing director Ralph Kemmler; Woolworths Food Company boss Guy Brent; Everyday Rewards boss Hannah Ross; and former Woolworths supermarkets boss Natalie Davis.

Ms Bardwell did not accept suggestions that customers can only go to Coles and Woolworths for a one-stop shop.

“I think there’s a number of different retailers in which you could choose to do a (one-stop) shop,” she said.

“If you wanted to do your shopping in Aldi, you could complete a full shop there, they offer fresh product, meat products, perishables.”

Ms Sharp refuted and said discount grocer Aldi does not claim itself as a one-stop shop.

Ms Bardwell responded by saying it was down to customer choice whether they choose to do their full shop at Aldi.

The inquiry also heard that Woolworths had 38 per cent of supermarket retail sales shares, while Coles had 29 per cent, Aldi at 9 per cent, and Metcash at 7 per cent.