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RETAIL STRATEGY

Retailer Pick n Pay launches a new middle-market sub-brand

By our News Team | 2022

The focus of the new stores will be on delivering greater ‘everyday value’ to the growing middle-market shopper segment.

South African-based supermarket chain Pick n Pay has introduced a new brand called QualiSave to the local market. The brand has launched yesterday (Monday) with the tagline ‘Where lower prices look better’ and approximately 40% of company-owned outlets are to be converted into QualiSave stores.

According to the retailer, QualiSave stores will offer customers a range of 8,000 products – with an emphasis on meat, fresh produce and bakery, as well as a focus on essential commodities.

Retail Strategy

Supermarket chain Pick n Pay has introduced a new brand called QualiSave to the local market. Photo credit: Pick n Pay

“We have done an enormous amount of research to understand exactly what customers want and need. We concluded that we could not successfully meet the needs of all our customers with just one Pick n Pay brand. Freshness, value for money and customer service were non-negotiable demands across all customers, but they wanted their favourite stores to be better tailored to their specific needs,” said Pick n Pay group CEO, Pieter Boone.

Focus on what middle-market customers want

“Through Pick n Pay QualiSave, we are focusing on what a growing number of customers want in the important middle market, while remaining entirely true to the Pick n Pay brand and values. Customers in Pick n Pay QualiSave stores will benefit from great fresh products, an excellent commodity offer, attractive special offers, a great store ambience and friendly and helpful staff.”

He added: “We are very attuned to the fact that the cost of living is increasing sharply, and Pick n Pay QualiSave will be on the side of customers in providing great everyday value and deals.”

The company believes the introduction of QualiSave places the group in a stronger position to serve shoppers across what are now three sub-brands: Boxer for aspirational customers with tight budgets; Pick n Pay QualiSave for the middle market; and Pick n Pay at the higher end.

“Alongside Boxer, our two Pick n Pay brands now enable us to deliver the right products, at the right prices, to the right customers. And, above all, everyone remains welcome at our stores – whichever store they shop at,” he said.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.