Colruyt advertisements are appearing in Belgian media today with a response to Kruidvat‘s Black Friday offers. Earlier this month, the chain had responded equally strongly to a 2+5 special offer from Albert Heijn.
“We always respond”
“2+3 deals on Fa, Axe, and Palmolive at a competitor? Then we will lower our prices. At Colruyt, you will find all the promotions under one roof!”, Colruyt wrote to its customers in an email. Today, full-page advertisements are appearing in the newspapers again with the slogan “Colruyt responds to all promotions, including 2+3 deals.”.
The retailer is using its competitors’ stunt promotions to highlighting its lowest price guarantee, which in turn is increasingly being attacked by these competitors. The campaign is reminiscent of the commotion that arose earlier this month after a stunt by Albert Heijn, to which Colruyt responded with unusual vigour.
“Nothing new under the sun, we always adjust our prices”, the retailer’s press service stresses. Colruyt’s message has indeed always been that customers do not have to go to other stores to enjoy offers from other retailers. But increased competition in the Belgian market is apparently prompting the retailer to repeat that promise more emphatically.
Coincidentally, Colruyt’s response comes one day after Barclays stock analysts issued a sell recommendation for Colruyt Group shares: they fear that the challenging Belgian market and international competition will continue to put pressure on the company in 2026.
