Supermarkets fight back
Supermarkets have fought back with numerous price matching promotions that eat into the discounters’ core competitive advantage.
The UK’s Big Four are now trialling the bulk buys you might expect to see at a traditional wholesaler. Just like Russian discounter Mere introduces its category-creating, ‘hard discounter’ model. This means ultra-low prices, suppliers delivering directly to store, skeleton staff, customers unpacking products themselves and minimal choice.
Customers do not expect to be able to do a full shop but are willing to use Mere for essentials. Those that are much more keenly priced than at any other retailer.