Ahold Compares Its Pricing

Ahold said it has changed its advertising tactic in its Stop & Shop/Giant-Landover segment to a compare-and-save approach rather than simply contrasting new lower prices with older, higher ones. The change came in response to the turbulent economic environment and its impact on consumer and competitor behavior, John Rishton, chief executive officer, said. We are still not where we need

AMSTERDAM — Ahold here said it has changed its advertising tactic in its Stop & Shop/Giant-Landover segment to a compare-and-save approach rather than simply contrasting new lower prices with older, higher ones.

The change came in response to “the turbulent economic environment and its impact on consumer and competitor behavior,” John Rishton, chief executive officer, said. “We are still not where we need to be in terms of price perception, and we need to continue to drive

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