Tesco has introduced a new brand matching scheme, Brand Guarantee, with which the retailer has promised its customers they 'will never pay more for their branded shop'.
The new scheme compares the overall cost of a customer’s branded grocery shop at Tesco to a smiler shop at Asda, Morrisons and Sainsbury’s. If the shop is deemed to have been cheaper at one of its rivals, an automatic deduction is made from the bill.
The introduction follows research by Tesco that claims that price match vouchers are often 'failing to meet customers’ needs'. It said that over a third (35%) of Britain’s supermarket shoppers have never used a price matching scheme in-store.
“Shoppers tell us price matching vouchers are a pain and don’t really help them," said Matt Davies, Tesco UK and Ireland CEO. "We all know it can be stressful and awkward when you have to rummage through your wallet to find a price match voucher.
“That’s why we’re ensuring that with Brand Guarantee customers will never lose out on their branded shop by getting money off their bill at the till."
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.
