Sainsbury's first to axe multi-buy deals
Earlier, we told you about the death of BOGOF deals - well, Sainsbury's have wasted no time in announcing that they're going to be axing multi-buy deals.
They have said that they are getting rid of buy-one-get-one-free deals, and the like, within weeks.
"Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing,” said Sainsbury's marketing director Sarah Warby.
“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.”
Chipping in, Sainsbury's food commercial director Paul Mills-Hicks, added: "Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time."
"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."
"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.”
With a big player like Sainsbury's announcing this, it is only a matter of time before the other supermarkets join in. Normally, this would be a stick-or-twist scenario, with everyone keeping tabs on the first company to do it, to see if it works or not. However, regulators are involved in this, so we could see supermarkets being a lot more hasty in stopping these offers.