Sainsbury's to ditch price-match pledge

7 April 2016

sainsburys After getting rid of their multi-buy deals, Sainsbury's are now axing their Brand Match price pledge, instead, focusing on "lower regular prices". Of course, one of the reasons that customers have flocked to Aldi and Lidl, is because of their uncomplicated lower prices, and Sainsbury's have been told by their customers that they want the same.

Previously, the supermarket gave their customers money-off vouchers if they could have purchased branded goods cheaper at Asda, but the whole deal was too fiddly and confusing. Those trying to get money back found that they were eligible if they'd bought at least 10 items in-store.

And after all that, you got vouchers, rather than cash in your hand. All-in-all, consumers couldn't be bothered with it all, especially when there were other retailers you could go to, which just offered uncomplicated low-prices from the off.

As people are less prone to doing big weekly shops, and instead, buying a little more frequently, price match offers aren't exactly exciting consumers.

Sainsbury's have confirmed that they'll stop their voucher offers after 26th April.

Marketing director, Sarah Warby, said: "Customers have told us that they want lower regular prices, and that this is more important to them than Brand Match. We've taken this on board and will now be investing all of the money from the scheme into lowering the regular prices on everyday products."

Of course, this follows criticism from the Competition and Markets Authority, who have told supermarkets to get themselves sorted, finding that many were indulging in poor practices, especially when it came to multi-buy promotions. It looks like shopping at the supermarkets is going to become less confusing, and more importantly, consumers are going to be able to tell who is offering the most competitive prices at a glance, rather than having to do sums when they just want to get home and have their tea.

TOPICS:   Supermarket

3 comments

  • Fat H.
    "We’ve taken this on board and will now be investing all of the money from the scheme into Christmas Parties."
  • Alexis
    "Customers have told us that they want lower regular prices, and that this is more important to them than Brand Match. " Bollocks. Everybody wants what they have just paid for to be the cheapest available. Tesco have been sort of forced to do this out of desperation (although you have to buy 10 things). So we all know it can be done - you get the money off there and then even if you just buy a Cadbury Chomp. So every time these supermarkets come up with crap like this Sainsbury's spokesperson, it's just sticking two fingers up at us idiotic customers.
  • **Paul**
    Damn it that's one of the good things about Sainsburys. I could buy my shopping online and get a voucher back knowing that hadn't had to endure dragging myself through the pain of visiting Asda/Tesco to get competitively priced shopping.

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