Dive Brief:
- Price Chopper/Market 32 announced on its website this week that it is lowering prices on over 1,000 everyday items across its entire footprint.
- The grocer said its new lower prices touch nearly every category in the store, including fresh produce, pantry staples, dairy, frozen and household essentials.
- At a time of high price sensitivity, Price Chopper/Market 32’s new strategy aims to deliver value through as many avenues as possible, from its weekly circulars to its revamped loyalty program offering.
Dive Insight:
Price Chopper/Market 32’s new campaign, inspired by promotional branding Price Chopper used decades ago, pokes fun at how competitors all use the same standard neon yellow shelf tags to draw attention to discounted items with prices that “aren’t even that low.” The grocery chain will instead use tags colored “warm chartreuse” — a nearly identical yellow color — to showcase its newly lowered prices.
The initiative also gives customers two additional ways to save, according to a blog post from the grocer.
Price Chopper/Market 32 revamped its AdvantEdge Rewards program to offer 2% back on “almost everything” through Nov. 7, a change from the previous points-based system. Shoppers will also now see how their redeemed points translate to cash saved on their receipts, with the grocer giving the example of “15 points will be shown as $5.15 earned and redeemed.”
In addition to the new shelf tags, the grocer’s weekly ads will highlight savings and weekly specials, the blog post added. Discounted goods in this week’s flyer include bone-in pork chops, cucumbers and Italian or French bread. A number of newly discounted items listed in the circular fall under Price Chopper/Market 32’s private label lines, such as Pics.
The campaign also has a dedicated landing page on the grocer’s website where customers can find new digital videos, display ads, social content and screensavers.
“We know that now more than ever, our customers are looking to make their grocery budgets go further, and we’re excited to roll out this campaign to help them find the best of what we have to offer at the very best prices,” Price Choppers/Market 32 President Blaine Bringhurst said in a statement. “Our goal of making it easier to save was also the inspiration for the shift from points to dollars with our AdvantEdge Rewards program.”
Value is the name of the game for grocers as price sensitivity remains high among consumers. A report from earlier this year by Alvarez & Marsal found that grocery shoppers are increasingly switching to lower-priced retailers, putting additional strain on traditional grocers.
