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Bruce Whitfield interviews Peter Boon, CEO of Pick n Pay.
- Pick n Pay Qualisave is aimed at the mid-market consumer
- 40% of the supermarkets owned by the company will be converted into Pick n Pay Qualisave stores
- The original Pick n Pay branded stores will now target the more affluent market
Retail giant Pick n Pay has launched a new supermarket brand aimed at the ever-growing mid-market shopper.
Pick n Pay QualiSave will focus on customers in the growing middle market by providing lower prices, while the traditional Pick n Pay brand will continue to serve more affluent customers.
The retailer now has three grocery stores under its banner, which includes Boxer stores targeting lower-income consumers.
The recently launched Pick n Pay QualiSave will target the growing middle market, while original brand Pick n Pay stores are already targeting the more affluent shopper, with an emphasis on providing the best quality products and services to the customer.
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Around 40 percent of existing Pick n Pay supermarkets will be converted to Pick n Pay QualiSave stores, undergoing a facelift and rebranding by September 2022.
The QualiSave stores will offer 8,000 products in different categories such as meat, fresh produce and bakery and some basic items.
With the unveiling of Pick n Pay Qualisave, rest assured that the Pick n Pay name will not go away given the strong brand heritage we have.
Peter Boon, CEO of Pick n Pay
We’ve done over 7,000 customer interviews about what they like about stores, what they hate about stores, and what we can do better.
Peter Boon, CEO of Pick n Pay
We have tons of data, from the data we collect from the Smart Shopper cards, which we have close to 10 million active customers with, and that of course helps to better understand.
Peter Boon, CEO of Pick n Pay
Listen to the audio for more.
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