Sainsbury's to ditch price-match pledge
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.