PRICING IN THE CROSSHAIRS

Supermarkets are settling into pricing strategies that are less like the strapped-in rush of a roller coaster and more like a fireside easy chair.Less thrill, more chill seems to be the watchword for companies such as Raley's Supermarkets, the Sacramento, Calif.-based retailer that backed off from high-low pricing earlier this year and instead lowered everyday prices on more than 5,000 items in an

Supermarkets are settling into pricing strategies that are less like the strapped-in rush of a roller coaster and more like a fireside easy chair.

Less thrill, more chill seems to be the watchword for companies such as Raley's Supermarkets, the Sacramento, Calif.-based retailer that backed off from high-low pricing earlier this year and instead lowered everyday prices on more than 5,000 items in an effort that Bill Coyne, Raley's chief executive officer, told SN was only the beginning

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TAGS: Walmart