Dm Italia changes strategy and introduces low, stable prices across its entire range

Dm Italia abandons the logic of temporary offers and, from 1° October, introduces “Dm always offers value”, a strategy of low, stable prices over time applied across its entire range.

On its launch, the retailer cut the prices of more than 11.000 products, with reductions of up to 40% affecting all product categories. The repositioning was developed with the aim of offering competitive prices across the entire range and bringing, for the products most relevant to customers, Dm’s everyday price closer to the levels typically reached by the market through temporary promotions. The same prices are visible across Dm’s various channels: in store, on the online shop and in the “la mia Dm” app.

Price stability guarantee

At the heart of Dm always offers value is the price stability guarantee: once set, a product’s price is not increased for at least four months, although it may be reduced further at any time. The guarantee applies to the entire range, from major brands to Dm brands, and is valid for all customers, with no coupon or registration required.

On shelf labels, the wording price “has not increased since gg.mm.aa” allows customers to see how long the price has remained unchanged. The detailed price history can also be viewed in the leaflets.

“With Dm always offers value, customers can buy at competitive prices whenever they need to, knowing that value does not depend on when they enter the shop. We want to free our customers from having to wait for the right offer and from constantly comparing promotions. At a time when planning expenditure has become more complex, we believe that being able to rely on prices that are affordable and stable over time represents tangible value, making purchasing decisions simpler and easier to plan,” says Benjamin Schneider, CEO of Dm Italia.

Value built throughout the supply chain

Guaranteeing low, stable prices over time requires work involving the entire value chain. Efficient procurement and logistics management, direct partnerships and careful volume planning help create the conditions for keeping prices competitive over time. Increased volumes and growing customer loyalty reinforce this approach, promoting more streamlined processes and a lower cost per product.

“A stable pricing policy requires equally stable upstream planning. Long-term relationships with our partners, volume planning and efficiency in procurement management allow us to work on costs structurally, rather than concentrating the benefit in short promotional periods. In the Italian market, around a quarter of sales currently take place on promotion: this means that the benefit of the discount applies to only part of the spend, while the rest of the basket is purchased at the regular price. With Dm always offers value, we want to reverse this logic: to offer competitive prices across the entire range, especially on the items most relevant to customers. In this way, value does not concern just a few products for a few days, but the basket as a whole and over time,” comments Marina Benelli, purchasing coordinator at Dm Italia.

This approach is also reflected in the relationship with the Italian supply chain: Dm currently works with around 200 national suppliers, within a range comprising around 16.000 products.

No more rushing for offers

“With ‘No more rushing for offers’, we wanted to describe the change in an immediate way: customers no longer have to wonder when the next promotion will arrive or whether they could have bought at a better price by waiting a few days. ‘Dm always offers value’ aims to transform value from an opportunity to seize into an everyday certainty,” says Loredana Rossetti, Head of Marketing and Communications at Dm Italia.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.