Retail trade Migros sells more fruit and vegetables thanks to its low-price strategy

According to President Ursula Nold, Migros is achieving initial success with the recently launched price campaign for fruit and vegetables. "The quantity sold in the last two weeks was 7 percent above the previous year's level," she said in an interview.

This shows her that customers understand and appreciate the new Migros strategy, Nold continued in an interview with the Tamedia newspapers. The retailer launched a low-price initiative at the end of October with the aim of defying the discounters and winning back customers. "Being a price breaker is part of Migros' DNA," said Nold in the interview about the strategy.

The fact that various Migros divisions and specialist stores are being sold at the same time has to do with changes in shopping behavior. "We are convinced that we should not continue to operate in niches where there are strong, pan-European specialists, in tourism, sport, electronics, etc."

Looking back, however, she reproaches herself for "being too slow". "We should have done what we are doing today three years ago. But there was corona, and that alone was a big challenge."

SDA