Nuance introduces best price guarantee at Zürich

Gavin Lipsith

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The retailer has launched a campaign promoting the lowest prices on the Swiss market for about 50 products in its Zürich outlets

The Nuance Group has launched a "best price guarantee" initiative at its Zürich airport stores, offering passengers the lowest prices on the Swiss market for about 50 products in the liquor, tobacco, cosmetics and fragrances categories. The nationwide marketing campaign was launched in April to counter passenger misconceptions about the value of the stores' offer.

The campaign challenges customers to find the products for a lower price anywhere in Switzerland within 30 days of purchase, and promises to refund them twice the difference. In order to keep the prices at their lowest Nuance is constantly monitoring the domestic market, and former Nuance Switzerland managing director (now Nuance Denmark managing director) Stefan Salvisberg said that the campaign would run indefinitely.

"It's no longer enough for us to present ourselves as generally cheaper," he said. "Our customers are not sufficiently familiar with prices on the local market to really grasp that message. We firmly believe that in order to convince consumers we need to constantly and repeatedly draw attention to the unbeatable prices in our stores. Promises are good —but guarantees are better."

Meanwhile the group is renovating its Zürich outlets to better allow for cross-selling between its liquor and tobacco stores and cosmetics and fragrances outlets. See DFNI July 1, out now, for more details.