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Coop's new look.

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Coop is making a push to join the ranks of Switzerland's discount retailers. At the beginning of January, the country's second-largest retailer dropped its prices by an average of 12 per cent for more than 600 branded products, as reported by the Neue Zuercher Zeitung daily newspaper.

The Swiss retailer is investing 100 million Swiss francs of its own cash into the price-cutting campaign this year, Coop Chief Executive Officer Hansueli Loosli said. At the same time, Coop said it would also lift employee salaries by an average of more than 5.25 per cent. The payroll hike will cost Coop another SFr 100 million.

Coop can afford the SFr 200 million investment for its customers and staff, said Loosli. Since 2001 its debt level has been more than cut in half, and Loosli expects 2008 will go into the books as "the best result in the Coop story". Thus far, Coop hasn't seen a downturn in customer spending, and Loosli added he isn't pessimistic about the prospects for...

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