Pick n Pay launches brand match in South Africa
Offer to compare 1,000 branded products
Pick n Pay’s Brand Match, which it said it had been working on for six months with Nielsen, compares its prices on 1,000 top-selling branded products with those from competitors in the market. Any shopper that purchases 10 or more different products, with at least one in Brand Match 1,000 will trigger an instant price comparison at the till. If the products were cheaper elsewhere, then the shopper will receive a coupon for the difference, up to a maximum of ZAR50 (US$4.70), which will be available for their next trip.
Commenting on the launch, Pick n Pay’s chief executive, Richard Brasher, said: “Given the pressure they’re [customers] facing, they are shopping around for the best prices and deals being offered…this can take time and can be confusing. Brand Match offers them the opportunity of not having to shop around, wasting time and money, particularly because in our price comparisons we are including special offers and promotions at our competitors.”
Pick n Pay will be using Brand Match as part of its programme of initiatives, which includes its Smart Shopper loyalty programme, investment in stores and in its online offer. ‘Removing price’ from the equation will help it compete with Shoprite, while the other elements will help it differentiate itself in the market and as such Brand Match is only likely to be one part of Pick n Pay’s strategy to compete.
Source: igd.com
