We've seen lots of posturing about supermarket pricing in recent weeks, much of which has lacked substance. Woolworths' latest move is a price comparison tool that lets you see how much items cost in the store.
While it's always been possible to get some idea of what's being charged by using supermarket online stores, the new Price Check option makes it simpler to do that without pretending you're actually going to buy something. Type in a product name and if it's included in the database, you'll get the cost and (if applicable) the unit price.
There are several limitations on the Woolworths service. You have to search for prices in a specific store (which makes something of a mockery of the Woolworths claim that prices are the same across each state); you can't search for fruit, vegetable or meat prices; non-food goods seem largely excluded; and there's no indication of which products have been permanently reduced in price as Woolworths recently claimed.
A really valuable service would be something along the lines of the ditched GrocerycHOICE, comparing prices at multiple supermarkets. Still, the Woolworths option does make quick comparison shopping on a single product a little easier.