Price lockdown at Guardian


KUCHING: Guardian Malaysia had launched a nationwide initiative to lower and lock the prices of over 1,500 essential items on May 28 to cushion the impact of financial challenges brought by the pandemic.

Guardian South East Asia (Guardian SEA) Chief Executive Officer Soren Lauridsen said the items have been lowered and will remain unchanged for the rest of the year so that customers need not have to visit multiple places for great deals.

“We have listened closely to our customers and what they look for, especially following the onset of the pandemic and decided to support them by locking the low prices of 1,500 essentials to protect from price fluctuations.

“The ‘Low Prices Locked To Stay Low’ initiative is a regional effort by Guardian SEA and underscores the Group’s commitment to ensure prices of daily essentials such as bath, hair care, personal hygiene, vitamins and supplements remain affordable during this challenging time when customers are increasingly looking to stretch their dollar.

“Our customers throughout the country, including those who prefer to buy online, can enjoy these affordable prices and great value, every day for the rest of the year. We believe our customers will appreciate this form of support in this highly uncertain environment,” he added.

Lauridsen said the selection of products is based on Guardian’s research on customer buying behaviour and preferences.

“Our customers also indicated that affordability is a priority, which is the focus of our initiative.

“Reflecting the findings of the research, and given the current deep concerns over healthcare, a total of 35 percent of the items are health essentials, carefully selected to make them even more affordable,” he mentioned.

Soren Lauridsen at one of the Guardian SEA stores.

According to him, in the current climate, Guardian had observed a growth in demand for Guardian’s own brand products because of its attractive price range and trusted quality. As such prices of all Guardian Brand products have also been lowered and locked in this initiative.

“Our investment in this initiative is in line with Guardian’s commitment in putting our customers at the heart of everything that we do, listening to their needs as the trusted leading pharmacy, health and beauty destination in Malaysia.

“In addition, we remain committed to improving the customer experience despite the challenging economic climate — we have invested in store refits and new openings in the past year with a focus on giving customers greater accessibility to quality health and beauty products and services all at a one-stop destination.

“Our initiative goes beyond just great prices. We have worked hard and have become the trusted experts in community health, supported by a large team of pharmacists. Guardian remains a dedicated long-term partner to improving the health and well-being of all our customers,” he explained.

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