Safeway slashing prices to keep competitive

By: Ashley Prchal Email
By: Ashley Prchal Email

GRAND JUNCTION, Colo. (KKCO) - Many shoppers are switching to lower priced products and heading to stores with the cheapest prices these days. That's why after months of losing business to its competitors, Safeway says it's cutting prices to keep its customers and hopefully gain some.

Shoppers say grocery shopping these days is all about strategy. “I shop all over town. There isn't any store I don't shop from,” says Andrea Briner, a shopper 11 News caught up with at Safeway.

Many shoppers don't just settle with one supermarket but instead visit two or three to find the best deal. “We all got to do it and obviously we need to shop and make every dime work for us,” says Woody Walcher, another shopper roaming the aisles at Safeway.

During these tough economic times, Safeway officials say they know that many customers shop at the supermarkets that have the lowest prices which is why they has decided to cut back on everyday items to attract more shoppers.

“Well customers have been hit hard by this economy. And given the budget challenges facing families today, Safeway has reduced prices on thousands of items everyday for the ultimate one stop shopping experience,” says Scott Grimmett, president of Safeway’s Denver Division.

At the store's old prices 100 ounces of 2x Ultra Tide at Safeway cost $13.99. Now it's $12.99. At Walmart the same product costs $13.97 and at City Market it runs $13.99.

But not all of Safeway's new discounts make their products cheaper than its competitors. “Safeway has lower sales on other things, but Walmart still has more,” says Leslie Baldwin, a shopper 11 News talked to during her recent trip to Walmart.

And many say that when their supermarket doesn't have the price they want to pay, they're going to go elsewhere. “I've been a customer at City Market for years but sometimes they don't have the price I like so I come to the cheapest place,” says Dale Hockenhull, who was shopping at Walmart this week.

With its new reductions Safeway is just hoping to get new shoppers through the doors. “The customers will really notice these reductions throughout the entire store,” says Grimmett.

And he promises the program is here to stay. “I've worked for Safeway for over 30 years and this is the most significant price reduction program I've ever seen,” he says.

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