Migros stores will put an end to price variability for identical products between their subsidiaries. This decision, announced by the Sunday newspaper on November 17, aims to standardize prices across the country and to ensure increased transparency for consumers.
For this reason, nearly 1000 products will see their prices adjusted as part of this reform, which also seeks to reduce the gap with discounters and to consolidate Migros’ position on the Swiss market by guaranteeing better equity between the different regions of the country.
A strategy to standardize prices
Until now, the prices of certain fresh products, such as fruit, vegetables, meat or fish, could vary significantly between Migros stores. These disparities, sometimes greater than 10%had been noted by the newspaper Balance in a survey conducted in the spring. Thus, in Zurich, the price of a kilo of “Greenstar” apples reached 5,60 francs in a branch of Kreuzplatz, against 5,20 francs in another located at the central station, although only a few meters apart.
These differences mainly concerned stores located in more economically advantaged areasparticularly the banks of Lake Zurich or urban centers like Kreuzplatz or Migros-City. To consumers, this disparity was often invisible, but weighed on the wallet depending on their place of residence. From now on, Migros is committed to harmonizing its prices nationwide, thus eliminating these unjustified differences.
National management to face competition
The implementation of this new strategy will be insured by Supermarché SAa company recently created to centralize Migros activities on Swiss territory. This choice aims to respond to the challenges posed by growing competition, particularly from discounters. Furthermore, by harmonizing prices, the company hopes attract a demanding clientele et mitigate criticism linked to practices deemed unfair.
In subsidiaries where prices were traditionally higher, this reform could result in a notable drop in prices. Migros states that it wants to guarantee all its customers access to fresh products at the best value for money. Furthermore, the brand justifies this decision by a desire tooffer all its customers competitive prices, whatever their location. « It is important to us that our customers benefit from equally attractive prices in all supermarkets in Zurich and Switzerland », Specified a spokesperson for the brand.
