Delhaize Group (DEG) has cut prices on more than 1,000 products to combat falling sales.
The Belgian supermarket retailer hopes to win back customers in its troublesome home market, according to a report by Dow Jones newswires.
While the retailer is doing well in the US, where it reportedly does 70% of its business, sales are falling in its second-biggest market in Belgium – due to intense competition and a struggling economy.
Faced with aggressive price-cutting by French rival Carrefour SA and hard discounter Colruyt NV, Delhaize launched the campaign, on Wednesday (4 January 2006), aimed at turning around its own high-price image.
The company told Dow Jones it has expanded and fine-tuned its price-checking system, now comparing its own prices with those of competitors on a range of 6,000 products every week.