Except that is not what Woolworths are saying - in a marketing sleight of hand not seen since, well, last time, Woolworths seem to have sprayed weasel-words at us all ... and the press have run with it, led by the SMH. This is evident in the first two sentences of the linked SMH article:
In a move that's being touted as a simpler way for shoppers to stick to a budget, Woolworths is moving all its prices to round numbers.
Key words "moving" and "round numbers" but no mention of "rounding". OK so far ...
Turning its back on the age-old wisdom that customers put more weight on the dollar figure than the cents on a price tag, the supermarket giant is progressively rounding all its prices to numbers with a zero at the end.
And in the second sentence the SMH take the bait. "rounding all its prices to numbers with a zero at the end" - which at face value of what Woolworths is quoted as saying, is incorrect.
What Woolworths are actually saying:
"The prices are not all rounded up or rounded down, it's about hitting the right number," Mr Donohue said.
I'd reckon it would be more accurate to call this "changing the price to the right number" where "right number" is what the Woolworths marketing department have determined will maximise shareholder return, and is (more) round - it might look like the number has been subjected simply to rounding in a subset of cases where the resulting right and more round number happens to also be the product of applying rounding to the original number, but thats not what Mr Donohue is quoted as saying.
@TheBBG linked another rather interesting article above - if people didn't see it, here it is again - well worth the read:
Pardon my pedanticism and cynicism, but I reckon its a common theme among spin doctors to knowingly cast weasel-words knowing they create assumptions or impressions but that they can later say while displaying their carefully practiced innocent look "that wasn't what we said" ...
I can't find specifics of a Woolworths press release on all this. If anyone has links to more detailed information from Woolies that might be interesting ...