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QUINCY, Mass. and LANDOVER, Md. -- The Stop & Shop Supermarket Co. and Giant Food, LLC are rolling out a new paper aisle in stores today, in the latest phase of a low-price initiative it plans to roll out to other departments.
Designed to redefine the Ahold banners and bolster their strategic position in the marketplace, the low-price initiative is called the Value Improvement Program (VIP).
The chains, part of Ahold USA, said in the new paper aisles customers will find lower prices on national brand of napkins, paper towels, facial tissue, bath tissue, trash bags, paper cups and plates, food storage containers, plastic wrap, sandwich bags, and similar household items.
"This program responds to the core needs of our customers: better prices, better quality, and genuine value across the board," said Stop & Shop/Giant president and c.e.o. Jose Alvarez, in a statement. "By challenging some outdated beliefs on grocery retailing, and by changing the way we do business, we're finding new ways to lower the cost of a typical family's weekly shopping trip while preserving the quality shopping experience that customers expect."
Officially launched earlier this fall in fresh produce, the VIP initiative has already resulted in lower prices and improved freshness in the banners' produce departments, to what Alvarez referred to as an "overwhelmingly positive" customer response.
"This proves that we understand our customers' needs and are still their supermarket of choice," Alvarez said. "We're confident our customers will be just as impressed by what they see in paper products. These are only the first stages of what will be seen across our stores."
The paper goods department has also been reorganized with a new accent on popular products. "While these products will remain in the same aisle, we are streamlining their placement to create a less cluttered environment that will make it easier to shop," noted Alvarez.
He added: "The company is working hard to communicate this new program to our customers, using television and radio ads, along with extensive web advertising, outdoor billboards, our weekly circulars and in-store signs."
Ads heralding the new paper aisles begin running today.
Stop & Shop operates 385 stores throughout Massachusetts, Rhode Island, Connecticut, New Hampshire, New York, and New Jersey. Giant Food operates 189 supermarkets in Virginia, Maryland, Delaware, and the District of Columbia. Included within the 189 stores are 165 full- service pharmacies.