Lower Shelf Prices and offering value to customers

A different kind of value

Lower Shelf Prices (LSP) is not just a campaign or a one-off promotion. It’s a commitment to long-term, meaningful price reductions on everyday products our customers rely on. Since launching in mid-May, Woolworths has reduced the shelf price of over 500 products — including a wide range of our Own Brand products and a selection of essential branded lines delivered in partnership with our Trade Partners. So how does LSP differ from other pricing levers, such as Everyday Low Prices or short-term promotions?

“Lower Shelf Prices are a longer-term reduction in the standard shelf price,” explains Sam Woodcock. “These products will be offered at the lower price point in-store and online for many months, and may go on special from time to time”

This change reflects what customers have told us: they love specials, but they don’t like having to wait. Lower Shelf Prices aims to address this tension by giving customers reliable, everyday value.

A collaborative effort

The development of the LSP range has been a joint effort between Woolworths and its Trade Partners.

“We couldn’t have done this without our Trade Partners,” Sam adds. “On the branded lines, it’s something we’ve partnered together on to deliver real value to customers — while ensuring the proposition works for our Trade Partners too. There are many more opportunities to participate, and we encourage Trade Partners to speak with their Category Managers.”

Rather than handpicking products based on a fixed set of criteria, LSP reflects the categories where value can be unlocked most meaningfully, with the right support and collaboration.

Rebuilding price trust

At the heart of the initiative is a goal to strengthen customer trust in shelf pricing — something that Sam says is vital in a competitive grocery landscape.

“Price trust is one of the key drivers in customers choosing Woolworths, and your products within Woolworths. Customers are increasingly seeking value, and LSP helps us offer consistent, everyday prices on the products they use most.”

Connecting promotions and loyalty

While LSP supports consistent value, other parts of the Woolworths value ecosystem, such as promotions and loyalty, are evolving in parallel.

“We’ve introduced new activation mechanics like ‘10x Boost’ campaigns,” says Alok Vaidya. “These campaigns allow Trade Partners to give Everyday Rewards members 10x points on participating products, providing standout value while leveraging Woolworths’ digital and in-store footprint.”

This sits alongside a range of other value-building tactics, including yellow ticket specials, lower seasonal prices, brand events, and more — all working together to give customers a comprehensive value offer.

“10x points on your brands are about providing additional value to our members and driving some extra sales.” Alok says. “It’s an amplification of your promotional plan— not a replacement.”

Partnering for the future

For Trade Partners wondering how best to align with Woolworths’ evolving value strategy, the answer lies in continued collaboration.

“Close partnership with your Category Manager or Assistant Category Manager is key,” Sam advises. “Together we can ensure that our value strategies are aligned — giving customers the prices they trust and ensuring volume and value for our Trade Partners.”

The launch of Lower Shelf Prices is only the beginning. With further innovations to how value is communicated in-store and online on the horizon, Woolworths is committed to simplifying the shopping experience — and to helping Trade Partners thrive in a more value-conscious world.

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To explore how your business can get involved with Lower Shelf Prices or other value initiatives, reach out to your Category Manager.