Authors: Hubert Paul, Shikha Jain, and Ricardo Rubi

How can supermarkets compete against online retail giants Walmart and Amazon who are aggressively entering their markets via online grocery ordering, curbside pickup and home delivery? In this article, the authors explore how supermarkets can use pricing strategy to actively compete and improve their price image with consumers without giving away their bottom line. Hubert Paul is a Director, Shikha Jain is a Senior Director, and Ricardo Rubi is a Partner in the Simon-Kucher & Partners Consumer and Retail Practice. They can all be reached via www.simon-kucher.com.

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