Total sales at upmarket grocer Waitrose were up by 10.4 per cent on last year for the week ending October 8th 2011, following a push of its value marketing campaign.
Operating under the tagline ‘1,000s of ways to great value’, the campaign focuses on value for money, as the supermarket responds to Tesco’s recently revealed Big Price Drop.
As part of the drive, 1,500 products from the essential Waitrose range are on offer, sales of which increased by 11.5 per cent on last year.
Last week, Rupert Thomas, Marketing Director at Waitrose, explained the reasoning behind the initiative.
“Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service,” he said.
“It’s our biggest-ever value campaign because our position on value has never been stronger.”
The retailer is undertaking the biggest expansion of essential Waitrose since its launch in 2009.
Essential Waitrose ready meals went on sale for the first time last week and total meal sales rose by 18 per cent compared to last year. Warmer-weather food continued to prove popular, as sales of beef burgers and flavoured burgers were up by 64 and 166 per cent respectively and sales of ice cubes jumped 28 per cent.
The company, which also launched its first self-service check-outs, also maintains its focus on growing its bricks and mortar portfolio, having opened two new stores last week.
Mark Williamson, Commercial Director at Waitrose, praised the sales results of these latest branches.
“Last Thursday, we opened our first branches in Exeter and Canterbury, which both had hugely successful first days of trading, with sales at each far exceeding our expectations,” he said.