Sainsbury’s has launched a major new pricing structure that includes brand match comparison to Asda but leaves out Tesco.
The changes being made include simplifying Brand Match to match Asda’s brand prices even when on promotion, starting 2 October, as well as slashing prices on thousands of every day groceries within the food business. At the time of writing Sainsbury’s had not confirmed what fresh produce items will be affected by the cuts.
Sainsbury's is also removing “confusing price mechanics” such as fractions or percentages to make the customer experience simpler. It will now use round pound pricing for more products and move to clearer shelf edge labels.
Retail analyst Steve Dresser tweeted that today’s announcement is a “clever move” by Sainsbury’s to put pressure on Tesco by no longer bothering to compare pricing with the UK’s largest retailer.
'We will continue to run as many promotions as before and they will be just as competitive, but customers now have the added reassurance that prices will always be great value at Sainsbury’s, both on and off promotion,” said Sainsbury’s marketing director, Sarah Warby.
The campaign is being promoted on television, in print and in-store using cartoon workmen characters to demonstrate work on price structures.
It is part of an 18-month commitment by the UK’s third largest supermarket chain to lower the regular prices of products across the grocery business.
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