Furthermore,
Change supermarkets: colruyt delhaize will:
The retail expert, Stefan Van Rompaey, sees several arguments for this change. In addition, “Originally. Nevertheless, supermarkets launched these so-called ‘white’ products (that is to say entry-level, editor’s note) to protect themselves from the boom of German discounters Aldi and Lidl.”
This is particularly the case of Delhaize who launched “365” to get to the competition in the 2000s. Moreover, “But they could not stop their progress. In addition. Therefore, white products are often of lower quality, and it is risky for a chain of supermarkets to associate its name or brand.”
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He added that in recent years. Moreover, distributors have adopted a different approach: “For example, at Albert Heijn (a subsidiary of Delhaize, editor’s note), change supermarkets: colruyt delhaize will white products have already had to give way to so -called ‘favorite prices’ products. Meanwhile, These are actually in contrast to what Delhaize calls his ‘little lions’. “
These are popular products that the chain is selling on behalf of its brand “Albert Heijn” at low prices. “They claim to improve the quality of these products. so that they correspond better to their identity and their brand strategy.”
A strategy that seems to work for the two supermarket chains that have undoubtedly learned many lessons. “We are witnessing a transition from ultra-economic distributor brands to a unique, clearer offer and a single name.”
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A slightly different situation for Colruyt – Change supermarkets: colruyt delhaize will
On the Colruyt side, we want to gradually decrease the importance of the brand “Everyday”. Even if it is the cheapest brand in the change supermarkets: colruyt delhaize will channel. surely the best known, the company now on its other brand which is a little more expensive, “Boni Selection”.
“Everyday” will therefore not be deleted but the supermarket will estimate if the products continue under this name. will go to “Boni”. Whatever happens, the price and quality of the products will remain intact ensures Colruyt.
For Stefan Van Rompaey. it is normal for Colruyt to do not give up his brand definitively: “It may be even more important for Colruyt than for Delhaize to continue to offer the lowest price and continue to fight against Aldi and Lidl.”
“They simply react to market trends. If it is necessary to lower the price of products, they will. If the prices of competing products increase, Colruyt will follow naturally. And if they find that it is less necessary today to maintain a wide range of change supermarkets: colruyt delhaize will white products. they will reassess and optimize this offer.”
But we must not forget significant information, retailers are less profitable on their own brand than with manufacturers’ brands. “The prices are low, just like the margins. So you have to ask yourself if the effort is worth it. whether it is wise to continue to invest in products that do not generate income”, Explique van Rompaey.
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The importance of competitiveness
To finish with good news. consumers should not be impacted by these changes ensures the retail expert: “I do not expect a major impact for customers”.
“The choice will be generally the same. At Delhaize. the products will go from the brand ‘365’ to the brand’ Delhaize’bénéficant from a competitive price, which will continue to buy change supermarkets: colruyt delhaize will an equivalent product. This will also be the case at Colruyt. In addition, competing supermarkets are constantly monitored. If it is necessary to adjust their prices to remain competitive, they will do it.“Conclut Stefan van Rompaey.
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