Mercadona, DIA Focus On Discounts And Promotions To Attract Consumers

By Branislav Pekic
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Mercadona, DIA Focus On Discounts And Promotions To Attract Consumers

The current inflationary situation has led Spanish consumers to change their consumer habits, with more store visits, lower spending and a strong focus on private label, which now accounts for 49% of the shopping basket.

In view of this, Spanish supermarket chains Mercadona and DIA have introduced a series of measures to help consumers save money while doing their grocery shopping.

Mercadona has lowered the prices of 500 daily consumer products until the end of the year, quantifying savings for customers at €200 million.

The retailer claims that the savings figure will impact its margins by 0.6%. In practice, customers will be able to save up to €150 per year on their shopping basket.

The price drop applies to numerous daily essentials, such as canned products, dairy, nuts, oils, cleaning and home maintenance items, pet food, pastries, and wine and perfumery. among others.


DIA Invests In Promotions

Elsewhere, DIA has increased its investment in promotions by 15% this year, to €150 million, to support household savings.

The company has implemented measures to facilitate savings, including weekly promotions on more than 100 products, especially fresh produce, discounts of up to 30%.

The retailer also continues to promote its Nueva Calidad DIA products, currently comprising more than 1,800 SKUs, at affordable prices, promising average savings of up to 25% in annual spending.

Moreover, the 5.5 million members of customer loyalty scheme Club DIA can also avail of special offers and discounts of up to 40% on their favourite products.

© 2023 European Supermarket Magazine – your source for the latest Retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.

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