Pick n Pay ‘splashes out’ on low prices for its 50th

Pick n Pay said on Wednesday it was celebrating its 50th anniversary by returning to its roots of keeping prices low by investing more than half a billion rand on reducing the cost of essential goods.

The grocer said it was cutting the “everyday prices” of more than 1 300 essential items. It said it had lowered the prices of fruit, vegetables and meat, and had put more than 1 000 items on special.

A statement released on Wednesday by Pick n Pay said it was almost 50 years ago to the day that its founder, Raymond Ackerman, had bought three small stores in Cape Town. His one goal, the company said, was “to fight high prices and bring South Africans the best prices and best service of any retailer in South Africa”.

Paula Disberry, Pick n Pay’s group commercial executive, said: “Since foundation we’ve done what we can to help our customers provide for their families, and that is still our role today.”

She added customers were under enormous pressure from the combination of low economic growth and job insecurity, combined with high utility and transport costs. Many South African consumers, she said, “are having to cut back on all but the absolute essentials”.

“We’re putting over half a billion rand into reducing prices of essential goods. Customers will see immediate savings on the grocery items they buy most, and in fresh fruit and vegetables, and meat.”

Disberry said modern technology allowed tremendous insights into customers’ shopping habits, needs and preferences.

“We looked at research from thousands of customers across the board, and talked to families throughout the country. Our customers are clear. In tough times what they want most of all is value and low prices.

“We’ve really listened to our customers and we’re going to help them out the way we know best – by delivering lower everyday prices on the things that really count,” added Disberry.