PX Mart in positive spin

PX Mart, a former Government-owned low-cost retailer, has maintained its ‘no-frills’ positioning since becoming independent.

However, it has suffered in recent months from claims made online that its products are inferior in quality to those offered by its competitors - namely leading hypermarket brand Carrefour and supermarket Wellcome - hence, its abilities to offer low prices.

Since it was privatised, it has also suffered from a drop in civil servant and Government staffer patronage, who have focused their attention on other retail brands.

The campaign addresses the issues by focusing on what PX Mart does not have - ‘extras’ such as free parking, credit card facilities, childcare services and warm lighting - to explain to consumers that because it does not invest in these areas, it can afford to pass on savings to them.

Geoffrey Ogay, head of strategic planning, Ogilvy Taiwan, noted that the campaign platform, ‘We don’t make you pay for things you can’t take home’, was specifically aimed at exploiting these perceived negatives of the brand.

It aims to counter the insight that showed consumers now expect these extra services as a standard element of the shopping experience.

“The brand had nothing great to speak of; none of the typical services and a bland store design which all pushed consumers to shop elsewhere,” said Ogay.

“So instead of trying to get around these issues, particularly price, we decided to confront them instead. We wanted to explain why PX Mart was the way it is - which is that it chooses to spend less on frills so they can pass on the savings and benefits to customers.”

Media planning and buying is being handled by Caplock Taiwan, with Ogilvy also overseeing the online component of the push.

PX Mart has come under increased pressure, particularly from Carrefour, which recently selected Leo Burnett as its AOR after its relationship with Saatchi & Saatchi ended.

Earlier this year, Carrefour launched its first thematic brand campaign, steering away from the more traditional tactical, price-centric strategy common in the retail space.