26 mei 2022
13:20
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From now on, fewer red prices can be seen in the Colruyt stores. The chain will still lower its prices if the competition does, but no longer emphasizes this.
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The red prices have been a household name at Colruyt for decades. If the customer stumbled upon a price displayed in red in the store, he knew that Colruyt had lowered its price. Because a competing supermarket may or may not first lower its price temporarily or because Colruyt gave a discount on its own initiative.
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Colruyt is now changing that principle. The chain only displays red prices when it comes to a discount that it organizes itself. If the chain lowers the price in imitation of a competitor, it shows that reduced price in black, just like the regular prices.
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Colruyt says that this is clearer for the consumer. “They can now see more clearly when we give an extra discount on top of the lowest price,” says spokesperson Eva Biltereyst.
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bargain hunters
One consequence of the decision is that it is becoming less clear which prices Colruyt has lowered in response to the competition. This makes it more difficult in Colruyt stores to accidentally bump into prices that are temporarily lower due to a promotion at another chain.
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Colruyt customers who only want to buy certain products if they have a discount, must therefore be familiar with the regular prices or keep an eye on the brochures of the other supermarkets. If not, they risk missing out on a temporarily exceptionally cheap product and having to buy it a few days or weeks later at the then prevailing ‘lowest price’.
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In recent months we have noticed that our customers are paying more and more attention to the price.