Italy’s U2 Supermercato has implemented an EDLP (Every Day Low Price) model at its new store in Saronno, near Varese.
Instead of promotions, limited offers, leaflets and loyalty points, the supermarket will seek to offer average savings of between 15 and 50 per cent on all merchandise.
The outlet will offer some 8,150 SKUs, of which 750 in the fresh department. In addition, it will offer 122 private label products and also has an in store fresh bakery.
A number of environmentally-friendly measures have been implemented at the new store, including measures to reduce paper consumption; the use of energy-saving lighting and the installation of a bottle crushing machine.
A recent survey by a leading Italian consumer organisation of 909 outlets (hypermarkets, supermarkets and discount stores) concluded thatU2 Supermercato was the cheapest retailer in Italy over the past four years, for both branded and private label products.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
