The South African retail group Pick n Pay has unveiled its new name and logo Pick n Pay QualiSave for its middle-income market.
Pick n Pay QualiSave brand is part of the retailer’s strategy to split its stores into two brands, with the original Pick n Pay serving more affluent customers. The group will convert about 40% of its Pick n Pay stores into QualiSave outlets.
This move is part of the retailer positioning itself to compete with the likes of Shoprite, Checkers and itself to some degree with Boxer Stores, which the group also owns.
According to Pick n Pay, the new stores will offer 8 000 products across different categories such as meat, fresh produce and bakery and some essential items. Pick-n-Pay stores offer 18 000 products.
“Through Pick n Pay QualiSave, we are focusing on what a growing number of customers want in the important middle market while remaining entirely true to the Pick n Pay brand and values,” said Pick n Pay CEO Pieter Boone in a statement.
The retail giant emphasises that the new store will have a different kind of look and feel with a special touch of luxury.
“Pick n Pay supermarkets will have a strong focus on fresh and have been designed to create a more aspirational shopping experience complete with more space between aisles and sections giving the sense of a ‘shop-within-a-shop’ experience,” said Pick n Pay in its announcement on Monday.
The group has already revamped six Pick n Pay QualiSave stores and four Pick n Pay stores in the last three months.
