What: Dutch supermarket chain review its 7-points commitments, which were designed in 1996;

Why it is important: While some of them are dropped as the promise has become mainstream (”freshest food possible”), some other are interesting because they show the inability to maintain such promises in front of competition without putting the business model at stake. John Lewis has done the same earlier in 2023.

Dutch supermarket Jumbo is updating its "Seven Certainties" marketing strategy to align with changing customer expectations and market dynamics. Originally introduced in 1996 by founder Karel van Eerd, the Seven Certainties were distinct promises to differentiate Jumbo in a competitive market. Now, after 27 years, Jumbo is revising these certainties, acknowledging shifts in consumer behavior and industry practices. Notably, the chain is dropping its lowest price guarantee, which had become less relevant due to complex conditions and the rise of incomparable private labels. Additionally, certain assurances, like short checkout waiting times and guaranteeing fresh products, are being reconsidered or removed, as they have become standard expectations or obsolete due to self-service checkouts. Jumbo, however, continues to emphasize its commitment to offering value in terms of price, product range, and service.

In the Netherlands, Jumbo drops lowest price guarantee