Value remains front-of-mind for shoppers in Central and Eastern Europe (CEE). Retailers are continually innovating to find new ways to make baskets more affordable. Price is not, however, the only important metric here. Much recent innovation has focused on ensuring savings are visible to the customer and respond to timely pressures that they may be feeling. 

We round up six best-in-class mechanics in delivering value and boosting its perception from across the region. 

Making low prices accessible: BİM × Yemeksepeti, Turkey 

BİM has partnered with Yemeksepeti, enabling shoppers in Istanbul, Ankara and Izmir to order selected products online at the same shelf prices offered in BİM stores. The model brings the discounter’s price proposition into a delivery channel, rather than charging customers higher product prices for shopping digitally. 

This removes a common compromise in online grocery, where customers often pay more for convenience. Maintaining shelf-price parity helps ensure delivery is accessible to budget-conscious shoppers, while extending BİM’s reach to people short of time or unable to visit a store. Using Yemeksepeti’s established platform also allows BİM to add convenience while preserving the simplicity associated with its discount model. 

Combining sustainability with value: Kaufland Romania 

Kaufland Romania rewarded recycling with an additional incentive. Shoppers who returned eligible packaging, used their recycling ticket when shopping and scanned their Kaufland Card received an app coupon equal to the ticket’s value. 

The campaign makes sustainable behaviour more rewarding by linking recycling to an immediate saving. Instead of relying solely on environmental motivation, it recognises pressure on household budgets and gives shoppers another reason to participate. It also connects Kaufland’s recycling facilities, stores, app and loyalty scheme, encouraging customers to engage across its ecosystem while responsible behaviour delivers practical value. 

Making loyalty rewards tangible: Kaufland Card XTRA, Czechia 

Kaufland upgraded its Czech loyalty programme to Kaufland Card XTRA, allowing shoppers to collect points faster and redeem them for benefits, including free products within the Kaufland ecosystem. 

Faster earning makes rewards feel closer and more achievable, addressing schemes in which benefits can appear too distant. Free products provide clear value shoppers can immediately recognise, rather than an abstract points balance. This connection between spending and reward can encourage repeat visits, while giving customers a sense that loyalty produces a worthwhile return. 

Creating a more controlled shopper journey: Auchan Romania 

Auchan Romania is piloting smart carts with interactive tablets. The technology lets shoppers digitise their shopping lists, monitor spending through the store, view current offers and complete checkout more quickly. 

Its key benefit is control. Seeing a running total can help customers manage budgets and avoid surprises at the till, while digital lists and promotions simplify decision-making. The initiative is distinctive because it inserts technology into a familiar journey without requiring shoppers to abandon the physical experience. It treats saved time, reduced friction and budget visibility as meaningful forms of value. 

Long-term price commitments, not temporary offers: Carrefour Romania 

Carrefour Romania has introduced indefinite price reductions on hundreds of everyday products across participating hypermarkets and selected supermarkets. The range covers frequently purchased categories, including food, drinks, cosmetics and household goods, complementing existing promotions. 

The open-ended commitment offers greater predictability than a short promotional window. Customers can plan future shops with more confidence, rather than rushing to buy before a deal expires. Applying reductions to staples increases relevance because savings can accumulate across repeat purchases. It positions affordability as an ongoing promise, supporting household budgeting more consistently. 

Targeting seasonal needs: Auchan and Żabka, Poland 

Auchan reduced prices on more than 12,000 products at the start of Poland’s summer holidays, while Żabka developed a back-to-school offer around another important seasonal shopping mission. 

These initiatives make value timely. Holidays and the school return can change what households need and place extra demands on budgets. Promotions aligned with those moments are likely to feel more useful than generic discounts. Auchan’s breadth creates opportunities to save across a larger seasonal shop, while Żabka’s focused approach addresses immediate needs through a convenient format. Both show how retailers can improve promotional relevance by responding to shoppers’ changing priorities throughout the year. 

Value you can feel 

The trend amongst all of these examples is ensuring value is visible and tangible to shoppers. Some retailers achieve this with technology, using rewards schemes and smart carts to show shoppers exactly how much they are saving. In other cases, timely discounts relieve front-of-mind seasonal pressures on shoppers’ wallets. Meanwhile, permanent price commitments boost retailers’ value perceptions. 

Delivering value is vital for retailers across CEE. However, in a market saturated with competitors aiming to offer the best prices, value perception is just as important in winning with shoppers. 

Looking for more best-in-class value initiatives from around the world?

Subscribers can read How global retailers are driving value: Q3 2026