While many supermarkets strive to keep within a few percentage points of Wal-Mart Stores’ prices, WinCo Foods often undersells the massive discount chain. “[WinCo] communicates low prices by delivering low prices,” Jon Hauptman, partner at Willard Bishop, Barrington, Ill., told SN. “It relies on shoppers to figure it out for themselves at the checkout.  “WinCo doesn’t do much to communicate price and value. It convinces shoppers of value based ...

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