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    Meijer to Launch 'Price Drop' Program to Boost Low-Cost Image

    GRAND RAPIDS, Mich. -- In a bid to reinforce its low price reputation, Meijer Inc. here will launch a chain-wide effort next week that lowers prices on thousands of unadvertised grocery and general merchandise items on a daily basis. It¿s calling the scheme the "Price Drop" program.

    GRAND RAPIDS, Mich. -- In a bid to reinforce its low price reputation, Meijer Inc. here will launch a chain-wide effort next week that lowers prices on thousands of unadvertised grocery and general merchandise items on a daily basis. It’s calling the scheme the "Price Drop" program.

    Set to launch in all of the chain's 175 stores beginning Sunday, July 31, Meijer's price-reduction campaign will roll out with a vengeance, with approximately 5,000 items to start and new items added every week. The products in the program, which will be identified with blue "Price Drop" shelf tags, will remain at their lower prices "on a longer-term basis than a sale item," Meijer said in a written statement.

    Local observers said the campaign underscores the retailer's effort to up the low-price ante in the metro Detroit market against top-seeded Wal-Mart Stores Inc. Meijer said the intent was to offer "tangible evidence of our continued commitment to competing aggressively for their continued loyalty."

    "This program is clearly customer-centered, as it underscores our promise to keep prices as low as possible and to provide an easy shopping experience for our customers," Stacie Behler, Meijer spokesperson, said in a statement. "In addition, our customers will benefit from being able to find great discounts on many of their favorite items whenever they shop."

    Meijer said it has long maintained its commitment to offering low prices, which began in the 1930's, and subsequently led to the chain's pioneering the supercenter concept 30 years later.

    "This is a powerful way to reinforce our reputation of keeping prices low every day," said Behler. "It's critical that our customers know that offering them the lowest price possible is the foundation of our business. This program is tangible evidence of our continued commitment to competing aggressively for their continued loyalty."

    A spokesperson from Meijer did not return calls yesterday seeking further information.

    The program -- which will feature items from all categories throughout the store including grocery, home electronics, health and beauty, apparel, pets, toys, and sporting goods -- will be supported by the "full visual impact" of hundreds of blue "Price Drop" banners, shelf tags, floor graphics, outdoor billboards, buttons, and cart signs, all indicating where shoppers can find the unadvertised items throughout the store. These are the components of the "Look For The Blue" campaign, which will kick off the new program to shoppers.

    The family owned and operated Meijer operates 175 stores throughout
    Illinois, Indiana, Kentucky, Michigan and Ohio.

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