Sainsbury’s has become the first UK grocer to extend Aldi Price Match into convenience stores, in a bid to offer its shoppers value and competitive pricing in time for the key Christmas period.
The offer is now available for all of the grocery giant’s customers whether shopping online or in one of over 1,400 stores.
The retailer said it “has breakfast, lunch and dinner essentials covered”, focusing on the go-to items households buy most often, including daily staples like milk, bread, butter, jam, peanut butter, honey, pasta, rice, salad, tuna, chicken, steak, potatoes and vegetable oil.
The extension will replace its Pocket Friendly Prices offer which ran across its Local stores in a move it said would simplify its value offering across its supermarkets and convenience stores, and “support customers in making budgets go even further over the festive season and beyond”.
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The news follows a recent reset of Sainsbury’s convenience experience which kicked off back in October.
The initiative will see a range review carried out, with the supermarket looking at whether lines need to be removed or added, and if the selection of ‘dine in’ or food-to-go lines should grow.
Sainsbury’s will also look at how it can better use the space in its convenience sites to deliver optimum range for shoppers on-the-go.
Chief executive Simon Roberts said: “Since setting out to put food back at the heart of our business four years ago, we’ve invested nearly £1bn in value. Our Next Level Sainsbury’s strategy is about giving customers more of what they come to Sainsbury’s for – outstanding value, unbeatable quality food and great service.
“In our Sainsbury’s Locals, we’ve worked hard to offer market leading prices on essential items and popular breakfast, lunch and dinner staples. We have also refreshed our Local store layouts and rebalanced space, increasing the number of products in store by 7% and adding more food on the move products – the primary mission of most convenience shoppers. When you’re shopping in Sainsbury’s Locals, you can be sure of excellent value, quality and choice.
“With Christmas just around the corner, we know that every penny counts and we are committed to helping our customers make the most of the festive season.”
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