South African retail giant Pick n Pay is targeting the middle market with a new range of QualiSave stores, which promises to offer essential items at lower prices, accounting for 40% of company-owned supermarkets.
Supermarket giant Pick n Pay has revealed its new brand of QualiSave stores, previously referred to as"Project Red".
With QualiSave targeting the middle-market, original Pick n Pay stores will be repositioned to cater for higher-end shoppers. Pick n Pay is splitting its brand in half as the retail battle for South Africa's middle market intensifies. Initially referred to as"Project Red",, these stores were touted as being smaller and cheaper, holding less than half of the products available on regular Pick n Pay shelves but at lower prices, catering to consumers who buy essential items in bulk.
"We have done an enormous amount of research to understand exactly what customers want and need," said Pick n Pay Group CEO Pieter Boone.
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