Ralphs Rolls Out EDLP

COMPTON, Calif. — Ralphs here said it is introducing an everyday-low-pricing program at its Southern California stores, effective Wednesday, in a campaign touting "real low prices."

"We heard from our customers that they want everyday low prices at every store, so we're investing in lower prices chainwide," Kendra Doyel, group vice president, government and public affairs, told SN Tuesday.

Although other Kroger divisions have introduced similar programs, "Ralphs is one of the largest Kroger divisions to make this kind of investment in lower prices," she said. Ralphs will supplement the EDLP program with promotions and checkstand discounts for holders of its "Rewards" loyalty cards, Doyel added.

As previously reported by SN, Ralphs is also making changes in the "Rewards" program, including assigning points accumulated in shopping to fuel discounts at its own stations and at participating Shell locations.

The chain is also ending its quarterly rewards program, in which it sent consumers a coupon worth several dollars based on purchases during the previous quarter; and it will no longer double the value of manufacturer coupons.