GCH Retail invests RM22 mil in price reduction campaign

PETALING JAYA – GCH Retail (Malaysia) Sdn Bhd, which operates the Giant hypermarket, has invested RM22 million in a price reduction campaign dubbed “Harga Lagi Rendah Lagi Lama” with average savings for customers of up to 20% for the next six months.

DFI Retail Group marketing director for Southeast Asia food business Lee Yik Hun said this campaign will comprise all types of Giant retailers, including Giant Mini stores.

“Giant has long been synonymous with value, and now it is cementing this position with the launch campaign that includes 460 new products. And we aim to add more items soon.

“Giant is committed to keeping these low prices for longer so that more customers can take advantage of them, in view of the rising inflation and financial strain experienced by many families due to the impact of the pandemic,” he told reporters after launching the “Harga Lagi Rendah Lagi Lama” (low prices for a longer period of time) campaign today.

Lee said Giant is committed to serving customers with fresh and quality products at a great value to help them stretch their ringgit.

Meanwhile, DFI Retail Group chief executive officer for Southeast Asia food business Chris Bush said this is the largest single investment in lower prices in over a decade to meet the needs of customers.

“We know these are tough times for everyone, and our customers are facing a myriad of growing cost concerns from job security, to rising inflation rates.

“This follows the extensive work done earlier this year with the brand and store refresh of Giant that has provided our customers an enhanced shopping experience – exciting new offerings, coupled with the bright new look in-store and out,” he said in a statement.

Bush said the response from customers on the Giant brand has been tremendous, as it delivers quality products at affordable prices and great shopping experiences.

GCH Retail, a subsidiary of Dairy Farm International, recently introduced the new look of the Giant hypermarket by allocating an investment of RM25 million to rebrand all 57 Giant branches nationwide, including renewing its logo. – Bernama, November 11, 2021