Metcash attempts to match it

Metcash (ASX: MTS)-backed supermarket chain IGA is the latest industry player to launch a major advertising offensive. IGA stores will adjust their prices every week on hundreds of branded products to match the lowest prices offered by Coles, owned by Wesfarmers (ASX: WES), and Woolworths (ASX: WOW).Price matching is not new to IGA; it has been in place in some stores since late 2014 but customers don’t appear to have noticed. Metcash/IGA hopes that the new campaign will change the perception that IGA is expensive compared to its competitors.According to figures published by Roy Morgan on Monday, IGA is placed...

Metcash (ASX: MTS)-backed supermarket chain IGA is the latest industry player to launch a major advertising offensive. IGA stores will adjust their prices every week on hundreds of branded products to match the lowest prices offered by Coles, owned by Wesfarmers (ASX: WES), and Woolworths (ASX: WOW).

Price matching is not new to IGA; it has been in place in some stores since late 2014 but customers don’t appear to have noticed. Metcash/IGA hopes that the new campaign will change the perception that IGA is expensive compared to its competitors.

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