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Sainsbury's to ditch Brand Match scheme | Sainsbury's to ditch Brand Match scheme |
(35 minutes later) | |
Supermarket chain Sainsbury's is to stop running its Brand Match scheme, which gives money back when branded goods are cheaper at rival Asda. | |
Sainsbury's, which has been running the promotion since 2011, will end it in three weeks' time. | Sainsbury's, which has been running the promotion since 2011, will end it in three weeks' time. |
It says it will use the money saved to cut prices on basics. | It says it will use the money saved to cut prices on basics. |
Increasingly shoppers buy little and often, which means fewer baskets contain the 10 items needed to qualify for Brand Match. | Increasingly shoppers buy little and often, which means fewer baskets contain the 10 items needed to qualify for Brand Match. |
Earlier on Thursday, the Co-op credited the "little and often" method for its growing sales. The Co-op has 2,800 stores, more than double that of Sainsbury's. | |
Competition | |
This is the second change in promotional strategy from Sainsbury's this year. | |
Earlier this year, it announced it would stop multi-buy deals, saying customers found these caused "logistical challenges at home in terms of storage and waste". | |
Sainsbury's is following a trend among its rivals, who are all facing fierce competition from the fast-growing discounters, Aldi and Lidl. | |
Morrisons last year stopped the price-matching element of its loyalty card scheme and Asda has made changes to its scheme. | |
Research also shows that a plethora of special offers and promotions leave shoppers confused. | Research also shows that a plethora of special offers and promotions leave shoppers confused. |
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