Sainsbury's offers money-off vouchers at tills as it promises to match Tesco and Asda on price of branded groceries
Sainsbury's will deliver a fresh broadside in the supermarkets' battle for customers, as it takes the "price match" concept directly to the checkout and the tills.
Entering the pre-Christmas price war, it is pledging to match Tesco and Asda on the price of more than 12,000 branded grocery lines with its Brand Match scheme.
Using independently verified price data supplied by experts BrandView, Sainsbury's will instantly calculate the cost of a shopper's basket of branded grocery goods compared with the cost of the same branded basket at Asda and Tesco.
If the basket would have been cheaper at either store, including promotional deals, shoppers will immediately receive a coupon equal to the value of the difference. Shoppers can redeem this the next time they shop with Sainsbury's. It follows a successful trial at the supermarket's 12 stores in Northern Ireland.
Customers have to spend a minimum of �20 and redeem any coupons they receive within two weeks. Online shopping is not covered by the promotion.
The move comes amid growing competition for business. Tesco's �500m Big Price Drop, which involved cutting the price of 3,000 everyday staples, including bread, milk, fresh fruit and vegetables, was launched shortly before the retailer revealed its worst sales performance in two decades. Asda retaliated with a price cut at the petrol pumps.
Mike Coupe, Sainsbury's group commercial director, said: "Unlike some of our competitors we aren't asking customers to do the hard work to check on our prices. We know shoppers don't want 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."
Sainsbury's has published research showing that the humble toilet roll is one of the most sought-after bargains for British shoppers, who are so determined to save money at the tills they will spend more than two months of their lifetime looking for deals in the supermarket aisles.
Nearly half (47%) admit to visiting two or more supermarkets a week in their quest for the best prices. The products they are most determined to get a good deal on are household goods (76%), meat and poultry (66%), fresh fruit and veg (64%), toiletries (64%) and canned and packaged goods (56%).
Source: http://www.guardian.co.uk/money/2011/oct/12/sainsburys-supermarket-price-war-money-off-vouchers
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