Supermarket chain Sainsbury’s is launching a new campaign across TV, print and in-store to explain a new approach to its pricing for customers. "This is the result of an 18-month commitment by the business to lower the regular prices of products across the grocery business," said the British grocery retailer.
For customers the new pricing strategy means that they can buy what they like, when they like as the regular price of those products will be affordable every day rather than just when that product is on promotion.
At Sainsbury's we're changing the way we set our prices, said the supermarket chain. "We'll continue to give you good deals, but we're also rolling out lower regular prices on thousands of everyday products."
It will continue to run competitive promotions as it has always done. "However, as our regular prices will be lower, it will mean that you can choose to buy the products you love whenever you want because you won't have to wait for a deal to get a good price."
The retailer said the move is part of its commitment to help customers "live well for less" at Sainsbury's.
The changes being made include: lowering base prices on thousands of lines within the food business,simplifying Brand Match to make it clear that the retailer matches Asda's prices on brands - even when they're on promotion, starting from October 2, and making the customer experience simpler, by removing confusing price mechanics like fractions and percentages, consistently using round pound pricing for more of products and moving to clearer and simpler shelf-edge labels and point of sale.
Explaining the new pricing structure, Sainsbury’s marketing director Sarah Warby said: "Customers tell us they find supermarket prices and promotions confusing and don’t always know who to trust when it comes to getting good value." The retailer has taken this feedback on board, she explained.
"We're making it easier for customers to buy the products they love, whenever they like, safe in the knowledge that they can get good value all the time on all products, without having to wait for promotions."
She said the supermarket's promotions will be "just as competitive", but customers now have the added reassurance that prices will be "great value" at Sainsbury’s, both on and off promotion.
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