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Sainsbury’s to abandon Brand Match scheme

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Sainsbury’s is discarding its Brand Match promotion later this month in lieu of focusing on the reduction of everyday product prices.

Britain’s second largest supermarket chain is is understood to be planning the end of the scheme, due to a shift in shopping patterns mean it now applies to less than a fifth of transactions, reported The Guardian.

Instead Sainsbury’s will spend on slashing the prices of basics, including bread, cheese and household cleaning products. With the Brand Match scheme, shoppers were allocated money-off vouchers if it was proven that Asda’s branded goods worked out cheaper.

As Brits become busier and the need for convenience shopping rises, large, weekly shops have been replaced with ‘little and often’ supermarket visits, so fewer baskets contain the 10 items, including at least one branded product, needed to qualify for Sainsbury’s Brand Match.

This is the latest tactic by Sainsbury’s boss Mike Coupe to curb rivalry in the intensifying grocery price war between the country’s largest supermarket operators and value retailers Aldi and Lidl.

 

 

 

 

Sainsbury’s to abandon Brand Match scheme

 

Sainsbury’s is discarding its Brand Match promotion later this month in lieu of focusing on the reduction of everyday product prices.

 

Britain’s second largest supermarket chain is is understood to be planning the end of the scheme, due to a shift in shopping patterns mean it now applies to less than a fifth of transactions, reported The Guardian.

 

Instead Sainsbury’s will spend on slashing the prices of basics, including bread, cheese and household cleaning products. With the Brand Match scheme, shoppers were allocated money-off vouchers if it was proven that Asda’s branded goods worked out cheaper.

 

As Brits become busier and the need for convenience shopping rises, large, weekly shops have been replaced with ‘little and often’ supermarket visits, so fewer baskets contain the 10 items, including at least one branded product, needed to qualify for Sainsbury’s Brand Match.

 

This is the latest tactic by Sainsbury’s boss Mike Coupe to curb rivalry in the intensifying grocery price war between the country’s largest supermarket operators and value retailers Aldi and Lidl.

 

 

 

 

Published on Thursday 07 April by Veebs Sabharwal

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