Dutch retail chain Hema has confirmed that it will offer customers a 25-per-cent discount on fresh produce during the final hour in which its stores are open.
The reason behind the move is twofold, according to the retailer.
Hema said that it's shifting its focus toward promoting its fresh offering, with a spokesperson for the retailer stating that "customers are still not sufficiently familiar with the fact that we offer fresh produce", before adding that "one of our strategic goals is [to focus on] fresh and honest food that we want to make accessible to more people".
In addition to this strategy, the 'happy hour' discount initiative is also part of a drive to curb fresh-food wastage.
Last month, Hema announced a series of price reductions on products that customers consider most essential, while earlier this month, Hema hired former Karstadt boss and Ted Baker non-executive Andrew Jennings as its new chairman.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Andrew Jennings.
