UK retailer Sainsbury's has announced the launch of its Brand Match price initiative, a new scheme that offers customers a coupon to the value of the difference if their basket of grocery-branded goods would have been cheaper at Asda or Tesco – including special deals.
The group's new Brand Match offer is to launch at supermarkets across the UK on 12 October, and follows a trial at 12 outlets in Northern Ireland, where it has been 'overwhelmingly well received' by shoppers, Sainsbury's noted.
'The launch of Sainsbury's Brand Match across the UK represents a revolution in retail and is fantastic news for hard-pressed shoppers,' said Mike Coupe, group commercial director at the retailer.
'We have been listening to feedback from consumers and they tell us that stretched budgets mean they are shopping around to get the best deals on the brands they love. The introduction of the Sainsbury's Brand Match ensures they will no longer need to do this.'
Brand Match utilises independently verified price data supplied by market expert BrandView, instantly calculating the cost of a customer's basket of branded grocery goods compared with the cost of the same branded basket at Asda and Tesco, even including promotional deals that are running.
If the branded grocery basket would have been cheaper at either store, shoppers will immediately receive a coupon equal to the value of the difference, depending on which store was cheapest, with customers able to redeem this the next time they shop.
'Unlike some of our competitors we aren't asking customers to do the hard work to check on our prices,' Coupe continued. 'We know shoppers don't want to have the hassle of having to enter different pieces of information on their computer at home before having to print out a coupon just to check they are getting the best deal. We are so confident that our prices are competitive with Asda and Tesco that we are happy to do the legwork for our customers.'
According to the group, Brand Match is the only price incentive that gives the difference back to the shopper instantly as a coupon, with shoppers needing to spend £20 (€23.24) or more and buy at least one comparable branded grocery item to benefit.
'We have always believed that our own brand food is the best of all the supermarkets but now customers can be assured that at Sainsbury's they will no longer pay more for their basket of grocery branded goods than they would at Asda and Tesco,' Coupe said. 'The rollout of Sainsbury's Brand Match, combined with the recent launch of by Sainsbury's, shows our firm commitment to helping customers 'Live Well For Less'.
Sainsbury's campaign follows the September launch of leading UK grocery retailer Tesco's Big Price Drop, while high-end retailer Waitrose has started its own multi-channel media campaign to promote its commitment to value, including highlighting 3-for-2 offers on fresh fruit and vegetables.
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