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Viewpoint: You cut prices, did shoppers notice?

Partners with Bain & Company, Sandeep Heda, Stephen Mewborn and Stephen Caine, explore the need to embed favorable price perception in the minds of consumers.

U.S. grocery chains face intense price pressures due to the rise of competition from new entrants with discount-heavy business models and from mass merchants and online channels. Aldi from Germany has made inroads, with Lidl hard on its heels, along with Save-A-Lot, Dollar General, mass merchant Walmart and other homegrown firms touting low prices.

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