Shufersal announced it is temporarily freezing the website's activities for the ultra-Orthodox sector

Shufersal CEO Itzik Aberkhan announced that he was temporarily freezing the website's activities for the ultra-Orthodox sector, where he sold many items cheaply, which angered consumers.
The site was available for deliveries in the ultra-Orthodox cities in the center of the country, among others: Bnei Brak and Elad, but also in Petah Tikva and Ashdod. One of the chain's competitors told Ynet: Forced to lower prices on the secular website. " The price differences were reported in an article by Ein Perati on the savings plan.
The chain, which has been criticized, has made a smart business move: instead of angry consumers buying on the new site and forcing Shufersal to sell them cheaply, Shufersal rushed and closed the site. It will now continue to sell at Shufersal Online at an apparent cost. Consumers who want to stop shopping online following the move can buy cheap at other chains that brand themselves as discount chains.
In his statement, Aberhahn said that "the article presented data on price differences between the Yesh Chesed website of the Shufersal chain, a site that caters to the sector of families with many children who prefer high qualifications.
"The data presented in the article is definitely not simple. In light of this, I decided to stop the activity on the Yashir Mehadrin website. We will study the full extent of inconsistencies between the Yashir Mehadrin website and the general website. "We will learn and then we will embark on a new operating model. We will analyze the event, we will study it. The issue of transparency and fairness is very important to Shufersal."
Competitors in the industry think the prices on the site were market education prices, launch prices, to educate the sector to buy online. "The ultra-Orthodox sector is a niche, Shufersal wanted the ultra-Orthodox to learn to buy online," another competitor told us.
"This is a sector for which money is very important, at a lower socioeconomic level. There are products there that are only mehadrin. But Shufersal is a relatively expensive chain anyway and its website is expensive (for comparison, Shufersal online prices are 15% higher than Rami Levy online prices. MK) ".