Blog: Dean BestRetail price comparison battle reaches Spain

Dean Best | 19 September 2013

Caprabo is targeting rival Mercadona with price-comparison scheme

Caprabo is targeting rival Mercadona with price-comparison scheme

Grocers comparing prices and giving consumers money-off vouchers has become a fixture of the UK grocery scene - and now we hear of a similar scheme in Spain.

Supermarket chain Caprabo has launched El Comparador, which it has labelled a "pioneering commitment to saving".

In a statement out yesterday (18 September), Caprabo said: "For the first time in Spain, a supermarket retailer launches a programme that is a guarantee of ongoing savings for consumers".

In Caprabo's sights is rival Mercadona. Caprabo, which is owned by Spanish retailer Eroski, said it would compare at the till - or at the online checkout for a virtual shop - its prices with "equivalent" Mercadona products. If a transaction is more expensive at Caprabo, it has pledged to give consumers a money-off voucher for their next trip. Caprabo is checking prices on over 2,500 branded, own-label and fresh produce lines.

However, a notable difference with some of the schemes in the UK is that, in order for shoppers to have their Caprabo basket price-checked with that at Mercadona, they must have signed up to the Caprabo loyalty programme, which it relaunched last year to win over Spanish shoppers no doubt looking for value in one of Europe's most under-pressure economies.

Caprabo's owner Eroski has also seen its financials under pressure. In the year to 31 January, Eroski saw its annual losses grow and its sales slide.

Spain's grocery market is one of the most competitive in Europe and Caprabo is seeking to carve out a position as a leader on price. As in the UK, we should perhaps expect its competitors to react.

BLOG

Barilla puts sustainability centre stage

Barilla's 2016 results statement, published last week, makes interesting reading, not because of the Italian food group's commercial performance, but for the emphasis placed on sustainability achievem...

BLOG

UK M&A deal volumes slide in early months of 2017

Fresh data from Grant Thornton indicates the number of mergers and acquisitions in the UK food and drink sector fell to the lowest level for over two years in the first quarter of in 2017 - but the ac...

BLOG

Food policy returns to focus in Westminster

Amid the political turmoil in the UK caused by the EU Referendum, the resignation of a Prime Minister, subsequent burning debates over the Brexit “divorce” settlement and now by the surprise announcem...

BLOG

Danone closes WhiteWave, who will acquire Stonyfield?

Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...

just-food homepage



Forgot your password?