Sainsbury’s is phasing out multi-buy promotions to be replaced with lower regular prices.
The retailer is set to end multi-buy offers across all branded and non-branded ranges by August of this year, claiming it is the first supermarket to make changes of this scale.
It has already cut the number of deals by 50 per cent since March 2015, and said shoppers have responded well. The retailer has now decided to phase out all multi-buys following consumer research that found they are now “out-of-step” with modern shopping habits.
'Phasing out of multi-buys is a continuation of Sainsbury’s pricing strategy to deliver lower regular prices,” the retailer said in a statement.
“By replacing multi-buy promotions with lower regular prices, we are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items to enjoy great value,” said Paul Mills-Hicks, Sainsbury's food commercial director.
“Since we started simplifying our pricing approach we’ve seen a much greater variety of products in our customers’ baskets, signalling that they like the flexibility to make their own choices.”
Marketing director Sarah Warby credited a growing awareness about food waste and careful household budgets as reasons why consumers are leaning away from multi-buys.
“We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste,” she said. “The commitment we are announcing today will make it easier for customers to shop for the products they love, when and how they choose, safe in the knowledge that they are getting the best value for money all of the time.”
According to a customer poll conducted by Sainsbury’s, the key shopper frustrations with multi-buys included feeling like they spend more than they need to and being forced into logistical concerns around waste.
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