Denner launches 'social discount'

Date : 08 April 2013

Swiss discounter Denner is allowing customers to determine the prices of various products via an online voting system which it is calling 'social discount'.

Denner CEO: 'We want to give consumers a voice'

Denner's social discount website is a step on from parent company Migros'  social media site Migipedia, which offers the chance to comment and make suggestions on the products it sells. Customers are offered three products on which appear in the online voting system for one week. They vote for their favourite product, and every vote lowers the price a little. 

Customers can see the normal retail price, the current price as a result of votes already placed, and the number of votes needed to achieve the minimum price.  After one week, the products will be available in-store at the price voted for by the online community.  Customers must register to participate, and those who vote will be entered into a draw to win vouchers worth CHF50, or an iPad.   

Social Discount

Image source: Denner

Customers can also evaluate wines online

In a similar initiative, Denner's online wineshop is allowing customers to rate and evaluate its 250-strong range of products.  Customers can award stars on a scale from one (drinkable) to five (excellent).  Denner CEO Mario Irminger said the discounter wanted to give consumers a voice, in addition to providing evaluations from wine experts.