Bashas' Rolls Out New Pricing

ELLIOT ZWIEBACH

CHANDLER, Ariz. — Bashas' here said it is seeing “a great consumer response” to the new low-pricing program it introduced in mid-June at its conventional Bashas' stores.

“The time was right, given how the price of gas cuts into consumers' shopping budgets as well as the number of shopping trips,” Mike Proulx, president and chief operating officer, told SN.

The new program uses the slogan, “Bashas' Fresh Low Prices — You'll Notice the Change,” building on the “Bashas' Fresh” slogan the chain has been using for several months, Proulx explained.

To make it easier for customers at store level to experience the new pricing, Bashas' developed three new shelf tags that highlight the changes: a red tag for advertised specials; a green tag for in-store specials; and a blue tag for savings on Food Club and Top Care, the chain's own brands.

According to Proulx, Bashas' is using signs, in-store banners and radio to promote the program, and it also did a direct-mail piece late last month that included a coupon for a free loaf of Italian bread and a free bag of Dole lettuce.

It also used a run-of-press insert, with plans for additional ROP ads to run sporadically throughout the summer, Proulx said.

The pricing program started just before the first day of summer, “at a time competitors are all getting on the bandwagon to offer better values every day,” Proulx noted. “We're seeing all the major chains trying to help shoppers spend money by putting a different twist on it.”