SAINSBURY’S CONSIDERS ITS OWN OFFENSIVE IN PRICE-MATCHING BATTLE

July 4th, 2011

Sainsbury’s is planning on launching a price-matching voucher scheme to rival Asda’s Price Guarantee and Tesco’s Price Check.

The supermarket chain has been conducted a survey on whether shoppers would welcome a scheme that provided them a voucher for the difference at the till if certain products they bought were more expensive than at Asda, Tesco and Morrisons.

It’s understood the scheme would be operated through the retailer’s ‘coupon at till’ technology, which rewards Nectar card holders with vouchers printed at the checkout based on their own shopping habits.

Th retailer would push the uniqueness of the offering shoppers an instant voucher idea.

Currently, shoppers have to log onto a website in their own time to check whether they can claim vouchers from Asda and Tesco.

Sainsbury’s research also suggests it would seek to avoid the mistakes made by Asda and Tesco when they introduced high-profile price pledges earlier this year.

Its survey asked shoppers’ views on a number of possible restrictions to any scheme it might introduce, including limiting it to branded products, excluding beers, wines and spirits, restricting the scheme to just Nectar card holders and restricting the maximum value of vouchers.

Asda was initially caught up in a row over the lack of clarity in the advertising of its scheme while Tesco was hit by shoppers exploiting loopholes in its promise to make money.

In April 2011, Tesco was forced to cut back its pledge to refund double the difference on products bought for less at Asda after it claimed a “cottage industry of savvy and determined people” were misusing the promotion.

A Sainsbury’s spokesman commented:

“We’re always looking at and researching different ways to offer customers the best possible value but have no immediate plans with this.

“We already check 30,000 competitor prices each week so our customers know we are working hard.”