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.