Ahold’s Giant-Landover chain on Friday announced that it was reducing prices on thousands of items across its stores, marking the second such investment in the chain in a year.
The new lower prices are in addition to a round of price investments made last fall at the chain, which operates 168 stores in the Greater Washington, D.C., market. Officials at Ahold have acknowledged the division has struggled to maintain sales momentum amid heavy competition in the area.
A company spokesman was not available to quantify the magnitude of the investment or the range of the discounts.
The banner said Friday that the new pricing program is part of the “My Giant” campaign highlighting affordability, convenience and Giant’s ability to help customers lead healthy lifestyles.
“As a continuation of the low-price initiative we launched last year to help our customers reduce their weekly shopping bill, Giant is pleased to offer our customers lower prices on thousands of additional fresh food and grocery items,” Gordon Reid, president of Giant, aid in a statement. “For 79 years, Giant has put customers at the heart of our business and that is why we are rededicated to helping our customers save money, save time and eat well.”
Giant’s lower priced items are highlighted in the weekly circular and also in stores on new Low Everyday Price signage. Customers can see the savings on blue shelf tags where they can compare an item’s old price with its new price.
The reductions are part of the company’s business strategy to invest in price, quality and service on behalf of the customer, supported by a new tagline: “My Giant helps me save money, save time, and eat well.”
The campaign highlights convenience such as grocery delivery and pick-up via Peapod; and by offering ready-made meal options, cut fruits and vegetables, in-store technology, and personalized offers sent directly to shoppers’ email. Giant also helps customers eat well and save money with a selection of more than 800 private label Nature’s Promise products.
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