Swiss retailer Migros has unveiled a major price reduction campaign which involves the company dropping prices of its entire organic fresh vegetable range by 10 per cent.
Under the strapline 'Preis Dauerhaft Gesenkt' ('Price permanently lowered'), the retailer has implemented price reductions in all areas on as many as 300 items, with some prices lowered by as much as 20 per cent, continuing a policy of permament discounting that has seen it lower prices on approximately 5,200 products since late 2010.
Oskar Sager, Migros' head of marketing, said the price reductions would be possible thanks to productivity gains and cost savings within the company.
The price cuts are expected to be permanent and do not offset price increases in other areas, the group added.
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