Grupo Dia intensifies the promotion war and makes profits for the first time in seven years. "It is going to be a very promotional year," Ricardo Álvarez, CEO of Dia España, told the press.
Lidl has been the latest company to break into the promotional war. This same week, the German discounter has announced a permanent price reduction on up to 200 products. Mercadona and Carrefour began the battle with similar discount campaigns on half a thousand references in their assortments.