1 CASE STUDY Discounted Pricing Isn’t Always the Answer— At least it Wasn’t for Woolworths When an Australian supermarket thought prices were affecting produce sales they tested their hypothesis. What they found gave them improved profitability and customer experience. Australian Woolworths Supermarkets, or “Woolies”, was founded in 1924. With 995 store locations, the company is popular throughout the country serving 14 million customers every week. The grocery store specializes in selling fruits, vegetables, meats and packaged goods among other items. As their slogan suggests, the company is known for its “fresh food people.” Grocery stores in Australia are described by Retail World as “fiercely competitive and highly concentrated.” With many businesses in the industry, sales

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