Sainsbury's Shelves Brand Match Price Pledge

Source:   —  April 07, 2016, at 5:34 PM

The supermarket chain will axe the vouchers later this mo in response to customer pleas for price simplicity.

Sainsbury's Shelves Brand Match Price Pledge

Sainsbury's is shelving its Brand Match pricing pledge in favour of "lower regular prices" following feedback from customers.

The supermarket chain announced the move as the industry remains in the grip of a price war, which has resulted in the established 'huge four' - also including Tesco, Asda and Morrisons - battling to grow their customer bases following an exodus to tough discounters such as Aldi and Lidl.

Sainsbury's introduced Brand Match in 2011.

The promotion gave shoppers money-off vouchers if they could've bought branded goods cheaper at Asda but customers were only eligible if they'd bought at least ten items in-store.

Industry trends propose more shoppers are buying small and frequently rather than large weekly shops - reducing the cost of schemes such as Brand Match.

Sainsbury's confirmed it'd number longer proposal the vouchers after twenty-six April.

It said the savings would be "wholly reinvested" in lowering the cost of everyday groceries and cleaning products.

Marketing director, Sarah Warby, said: "Customers have told us that they wish lower regular prices, and that this is more necessary to them than Brand Match.

"We've taken this on board and will presently be investing all of the money from the scheme into lowering the regular prices on everyday products."

Supermarkets have been below pressure to opt for simpler pricing models following ferocious criticism from consumer groups of misleading tactics.

The Contest and Markets Authority stopped brief of ordering a full inquiry latest year but concluded there were areas of destitute practice and .

In response, multi-buy deals are largely being phased out in favour of simpler pricing, according to the industry.

Sainsbury's, which announced in Feb that it was to finish multi-buy and buy-one-get-one-free promotions, is currently the best performer out of the major chains in terms of sales growth.

Love its major rivals it's been cutting costs to invest in bolstering its in-store offering, with a union warning earlier this week that a store jobs map announced by the company could place .

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