Migros gets fit: billions for prices, freshness and stores
Migros is starting its biggest transformation with an investment of CHF 2.5 billion: low prices, strong own brands and modernized stores. As a major advertising player, it remains exciting to see how this renewal will affect its image and advertising expenditure.
Migros is setting the course for a new era: over the next few years, CHF 2.5 billion will be invested in price reductions, product range expansions and the modernization of stores. Over 1000 everyday products will become permanently cheaper - with the aim of making customers' shopping baskets noticeably cheaper. From today, more than 60 types of fruit and vegetables will benefit from the first price adjustments to discount level, marked by the eye-catching yellow low price sticker.
In addition to the product range and prices, the advertising landscape will be keeping a close eye on the changes at Migros. As one of the largest advertising investors and publisher of one of the most widely read magazines in Switzerland, the new strategy could have an impact not only on the visibility and image of the brand, but also on the level of advertising expenditure. The extent to which the new developments will shape Migros' brand image remains to be seen.
The product range is also getting a breath of fresh air. In future, Migros will focus more on its own brands, which already enjoy cult status and are now to play a more central role on the shelves again. By investing in the prices and quality of its own products, Migros aims to offer an optimized price-performance ratio.
At the same time, Migros is focusing on freshness and regionality: from the optimized supply chain to partnerships with regional producers, the supply of fresh products will be further strengthened. In addition, the company plans to open 140 new stores and modernize 350 existing locations by 2030 to make the shopping experience more appealing.
With all these measures, Migros is fundamentally modernizing its core business - true to the cooperative guiding principle of Migros founder Gottlieb Duttweiler. Migros remains financially sound even in its transformation, as stated in the press release, and is therefore ready to celebrate its 100th anniversary in 2025 in a modern, fresh guise, as the press release continues.
This article originally appeared on markt-kom.com - https://www.markt-kom.com/de/markom/business/migros-macht-sich-fit-milliarden-fuer-preise-frische-und-filialen/
