Mass distribution: the right price, really? Retailers do not hesitate to align themselves with the competition

Retailers can adjust their prices to align with the competition.

The Lidl brand had recently recognized that the prices had been adjusted in some of these stores located in Flanders and Brussels. At issue: competition from Albert Heijn (Ahold Delhaize group), which has not yet spread its wings in the south of the country. What about other brands?

“We make sure that each customer can benefit from the same promotions and the same low prices everywhere in Belgium”, explains Jason Sevestre, spokesperson at Aldi. “If a comparable product of similar quality can be found cheaper elsewhere, we lower our selling price nationally”, he continues, while insisting that Aldi “does not blindly follow any temporary reduction in competition prices”.

It is, on the other hand, the approach of Colruyt, who also likes to communicate on this point.

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