Fierce competition

The situation is quite explosive. In one corner is Qualipet AG, with 85 stores nationwide and an established mail order business and online shop, as clear market leader in the pet retail business. In the other corner is Europe’s leading specialist retail chain Fressnapf with almost 50 stores and also an online shop. The challenger is doing everything in their power to topple the top dog and take-over their title. This is about winning point advantages against the rival and so no punches are being withheld particularly when it comes to pricing. In the meantime, the two competitors are already at loggerheads in some locations.
Fressnapf is changing direction
Last year Fressnapf in Switzerland granted an immediate ten per cent discount on premium food for customer cardholders. The company has once again changed direction and dropped this practice. Instead, the specialist retail chain has recently announced that they want to permanently reduce prices and introduce a lowest price guarantee on their complete product range. Consequently, the customers will be given the assurance that they will always get the lowest price in the Swiss retail trade sector, the company emphasised. If the customer finds a product bought in a Fressnapf store, cheaper in another store in Switzerland within 14 days, then the customer will be paid the price difference by the specialist chain, Fressnapf Switzerland explained. Fressnapf is pulling out all the stops with this communication guaranteeing the lowest price. An abundance of various POS advertising material and a special offer leaflet have been designed for the campaign as well as support through radio and TV spots.

New opening in Bern
Qualipet is determined not to be off-balanced by Fressnapf’s new campaign and continues with its emphasis on quality and even more experience in its markets. The specialist retailing company is planning the opening of a 600 m² large store in July in Westside, Bern. Probably the most modern shopping centre in Switzerland, located west of the Swiss capital and designed by the architect Daniel Libeskind. Further new openings are also planned for this year.
Concerning prices, the company is sticking to its free vouchers for particular pet products that are an essential part of every advertising flyer. “We will…