The distribution group E. Leclerc has plans to grow in the Spanish market through acquisitions and partnerships with independent entrepreneurs and marketing focused on "low prices." This is why the firm has opened a website where prices can be compared with six competitors, stating that theirs are up to 13.9% lower.
The company's president, Michel-Édouard Leclerc, son of the founder, explains that they already assume that the initiative will bring them lawsuits from competitors, just like in France, where they received about a dozen of them from firms such as Carrefour and Lidl.
With an investment of around a million Euro, E. leclerc opened the website "buscaelmasbarato.com", offering details of a study conducted by two independent firms analysing samples of data taken between 11 and 20 September, showing how more expensive than E. Leclerc other firms are. These were Alcampo (5.8% more expensive), Carrefour (+11.5%), Ahorramas (+11.9%), Mercadona (+12.3%), Hipercor (+13.5%) and MaxiDia (+13.9%).
It is just a "first version" of the tool, comparing the prices of 450 products, especially food, from 83 of Madrid's retailers, but with plans to include some from other provinces, like Ciudad Real and Salamanca.
The company will also regularly update the data (at least every two months) and is also considering including retailer brand products and even fresh produce, as it currently only compares identical brands to avoid controversy.
"We want to prove that we are the cheapest," said the executive, who affirmed that the data will be published even if E. Leclerc shows as the most expensive one, with a pledge to "rectify" things if that is the case.