Kjörbúðinn’s food basket is rapidly declining

Kristín Gunnarsdóttir, Operations Manager at Kjörbúð. Photo submitted

Last week, 640 products in the Kjörbúðinn store were reduced in price, in many cases by several dozen percent. It was decided to increase the number of products specifically marked with a green dot, but these are sold at prices comparable to those in discount stores.

“The operating goal of Kjörbúðin has always been to offer customers a range of products, services and prices that meet their needs and requirements. Therefore, we try to offer a wide range of products at competitive prices,” says Kristín Gunnarsdóttir, Operations Manager for Krambúð and Kjörbúð in Samkaupum.

“Kjörbúðir is outside the capital region, and most of them are in areas where few other shops are open. We want to take the necessary measures to keep Kjörbúður in these areas open. Businesses are important infrastructure everywhere. They create jobs, but they are also important for the viability of communities because you can buy essentials there without having to drive long distances to other towns. People who live in areas where businesses are closed know this best.”

Kristín points out that since the beginning of the year, we have been working to bring the prices of many essential items in Kjörbúðin in line with those in discount stores such as Nettó. “These products are specially marked with a green dot in the Kjörbúðin store and the response has been very good. It is definitely costly for us to increase the number of product types in this category, but it is the next logical step in the journey we have been on for the past season.”

Kristín said Samkaup believes the decision to reduce prices for the customer’s product basket will lead to increased turnover and higher sales. “Then we really hope that this will incentivize suppliers to join us on this journey so that we can offer our customers even better prices.”

Kristín says that the staff at Kjörbúðin are excited about the changes and are looking forward to seeing how customers react. “We always have something going on. Next on the agenda is Vitamin Day and Health Day in September, which always have great offers in addition to the discounts we have now.”

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