After Albert Heijn, Colruyt now has to follow Kruidvat with stunt promotions: how long can the store chain continue to do this?

After Albert Heijn at the beginning of this month, it is now up to Kruidvat to attract customers with free products on popular brands. The drugstore offers: buy 2, get 3 free for 225 items. And once again market leader Colruyt immediately takes out the price knife. “We follow all prices and promotions, across the entire market,” it repeats its brand promise. What does that mean in this case for, say, a promotional bundle of Fa shower gel or Ax deo? And how can Colruyt continue to avert attacks from different angles? It is playing a dangerous game, says shop pro Pierre-Alexandre Billiet (Gondola).

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