乐购 becomes first supermarket to directly price match with 阿尔迪

乐购 will hope that by price-matching with the discounter on both own-brand 和 branded products 它 can curb 阿尔迪’增长并赢得客户。

阿尔迪价格匹配
乐购 will start price matching 它 s products with hundreds of 它 ems from 阿尔迪 as 它 looks to curb the growth of the German supermarket.

该计划将包括品牌商品和自有品牌商品,例如特易购全黄瓜和Warburtons Toastie切片白面包。产品价格将每周检查两次,广告系列中包含的产品将标有独特的红色‘Aldi Price Match’货架边缘出现气泡,并在网上喊出来。

乐购 说此举将提供“特易购产品以Aldi价格提供,简单,物超所值”.

乐购’首席客户官Alessandra Bellini补充道:“Our customers tell us they want the most competitive prices on the things they buy regularly. This new campaign will help time-poor 和 budget savvy customers get 乐购 products at 阿尔迪 prices on products that matter to them.”

The campaign comes after 乐购 spent the past 18 months investing in the price 和 quality of 它 s own-brand goods as 它 looks to offer a clearer value proposition at various price points. Thousands of lines have been overhauled, including 它 s Exclusively at 乐购 brands.

乐购虽然仍是英国最大的超市,但据Kantar称,其市场份额为27.2%,但由于德国零售商Aldi和Lidl吸引了购物者,其市场份额已从30%以上的高位下降。 阿尔迪目前在英国杂货市场上占有7.9%的份额,而Lidl则占有5.8%的份额。

四大超市已经降低了经常购买的产品线的价格,以确保其价格与折扣店的价格一致。但是,他们也依赖于更广泛的产品–例如加油站,更多产品选择以及其他服务(例如国家彩票或服装)–吸引想要在一个地方方便购物的顾客。

乐购 has also looked to boost loyalty by 提供更低的价格 on some products to 其成员Clubcard loyalty scheme 和 推出了订阅服务 两家商店的总价最高可享受10%的折扣 £400,以阻止购物者切换超市。

阿尔迪, however, has dismissed this latest move from 乐购 和 prompted concerns over a renewed price war in the supermarket sector. A spokesperson says: “我们对客户的承诺是,他们将始终以最低的价格为我们出售的每种产品支付费用。”

主要超市都广泛采用了价格匹配方案–包括乐购,塞恩斯伯里’s 和 Morrisons –以此来抑制折扣店在2010年代中期的兴起。乐购曾为品牌商品提供价格保证,但在2018年终止了该策略,而塞恩斯伯里(Sainsbury)’的价格与Asda持平,但在2016年终止了该计划,专注于“提供更低的价格”.

莫里森(Morrison)是与折扣店进行价格匹配的四大公司中的唯一一家,但这仅适用于 其成员‘Match & 更多’ loyalty scheme. All three schemes offered customers points if cheaper prices were found elsewhere. 乐购 does not appear to be offering this service this time round, instead using the campaign to drive confidence in the competitiveness of 它 s pricing.

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