To reconcile the safeguard of the planet and that of your wallet, direction the fresh departments of the Dutch supermarket. On its electronic tags, the sign displays, in addition to the normal price, a reduced price. The closer the expiry date of the product is, the lower the reduction.
To fight against food waste, Albert Heijn, in partnership with the Israeli startup Wasteless (www.wasteless.co), embarks on the dynamic promotion. The goal is to no longer throw out products whose expiry date is exceeded.
For this, the Dutch brand displays two prices on its electronic labels: the normal price of the product and a reduced price. In concrete terms, the closer the expiry date of the product is, the greater the reduction. Calculated in real time by an algorithm, its rate varies according to the expiry date but also the store stock, sales history, promotional plan or weather forecasts.
For years, the Dutch brand affix on products whose expiry dates are close to the sticker “35% korting, weggooien is zonde” to encourage consumers to buy them. Despite this 35% discount, the brand still threw more than 63 million kg of food last year!
By offering a discount of up to 60%, the brand is looking to further reduce these numbers. The results of the test conducted by Wasteless with an Italian distributor are particularly encouraging. If the food waste decreases by 89%, the turnover on the departments concerned increases by 25%.
Consumers are ready to commit … to reduce their bill. One more proof of the schizophrenia of a consumer in mutation. Faced with current environmental and societal challenges, its consumption is evolving with, for example, the emergence of new food trends such as localism, flexitarianism or veganism. But on the other hand, his budget constraints also lead him to use low-cost marketplaces such as SheIn, Joom, Wish or discount brands like Action.
Why such a contradiction? Because budget tensions are still strong. Thus, in the Echangeur Access Panel, only one out of two French households says they are comfortable with their income. The situation is identical in Belgium. By helping its consumer to reconcile environmental commitment and budget constraints, the Dutch brand is positioning itself as a real trusted third party. This will help him maximize his sales in the short term while engaging with the customer to prepare for the future.