Iceland has scrapped its monthly promotions to introduce an everyday
low-pricing policy on 40 of its most popular brands.
The move is a bid to drive up flagging sales and help clear customer
confusion around changing prices on various brands.
Price Watch guarantees low prices on the chain’s most popular frozen
foods, and is to be a permanent feature of Iceland’s offer.
A month-long press and radio campaign through WCRS kicked off last week.
‘What we are trying to get across is that we are about quality and low
prices,’ said marketing controller Derek Lloyd. As a result the majority
of the Price Watch items are taken from the top of the retailer’s range.
Last month, the retailer reported year-on-year sales were up only 1% as
it struggled to defend its share from erosion by supermarkets.