The Polish retail chain Biedronka has launched a new round of food promotions, focusing on everyday essentials. According to Biznes Info, customers can buy ‘Mleczna Dolina’ ultra-pasteurised milk for around 1.50 (~18 hryvnias 12 kopecks) zlotys per litre if they purchase six packs at once.
Discount stores are competing for shoppers’ attention
Over the past decade, the Polish retail landscape has undergone significant changes. The concept of hypermarkets built on the outskirts of towns has lost ground, giving way to smaller formats. Discount stores have emerged as the happy medium; whilst they initially offered a limited selection, they have evolved into logistically advanced local supermarkets.
According to the latest macroeconomic data, which includes trends in retail sales at constant prices for 2024, the statistics show volatility across the entire sector, with no clear indication that smaller retail outlets are the main driver of current consumption. Poles value these shops for their easy accessibility and predictable pricing.
Biedronka, part of the Portuguese group Jeronimo Martins, remains the undisputed leader. With nearly four thousand stores, the brand has become an integral part of the Polish economy.
Milk at 1.50 zlotys per litre
Looking at the offer available in mid-May, it is clear that the chain is focusing on the main dishes on its home menu.
From 11 to 13 May, you can buy ‘paper-thin’ tomatoes and minced shoulder meat as part of the ‘Buy one, get one free’ offer. The next strategic focus is on dairy products.
Customers can buy ‘Mleczna Dolina’ UHT milk for around 1.50 zlotys (~18 hryvnias 12 kopecks) per litre if they decide to buy six cartons.
Meanwhile, family discounts are available until 16 May. Parents can take advantage of the ‘4+4 free’ offer on Gerber jars, whilst those with a sweet tooth can enjoy Milka chocolate under the ‘2+2’ scheme.
Prices have also been reduced on Kujawski rapeseed oil, which now costs less than 12 zlotys per pack. Morliny Silesian sausage is available at a discount of over 60%.
Biedronka’s special offers are proving a hit with Poles
The most interesting initiatives are those based on digital loyalty. Biedronka’s management fully understands that in today’s retail sector, it is not the mark-up on a single product that is most valuable, but rather well-analysed data.
Proof of this strategy is the promotion of Tchibo Exclusive ground coffee in 1kg packs. Once the transaction is authorised via a special app, the price drops to just under 50 zlotys.
At the same time, MK Cafe coffee is available with a 60% discount on the second pack, and the Cafe d’Or brand is half price.
The Delta coffee machine, available at a 75% discount, was added to this offer.
Source: Biznes Info
