Price reductions at Edeka, Netto, Aldi and Lidl: what’s really going on. “Consumers hardly notice the big advertising promises of the retailers at the supermarket checkout. In newspaper ads, discounters and supermarkets are currently suggesting a price drop. Netto claims to have permanently reduced the price of more than 2000 items this year, Edeka advertises with 2300 products. This is not wrong. But it’s only half the truth when you consider that full-range suppliers have up to 25,000 products on the shelf. Thus, an evaluation of the price comparison app Smhaggle for Handelsblatt shows: This year, only 4.3 percent of the range in the entire food trade has become cheaper – by the way, only by a fraction of the previous price increase. 54.1 percent of the goods have become more expensive. There is nothing to read about this in the advertising.” – Michael Scheppe, editor business section Handelsblatt, in “Empty Promises – The trade advertises with price reductions. Reality looks different.”, Handelsblatt from November 2, 2023, No. 212.
approach strategic pricing with a changed mindset and better assess the contribution of professional pricing to results.
