Sainsbury’s Price Match 2021
Sainsbury’s Price Match 2021
Since February, Sainsbury’s new tagline is ‘Helping everyone eat better‘ – which reflects being more environmentally conscious and giving customers value for money.
Our first analysis is based on our UK survey of 34,000 shoppers in 100+ CPG categories. Sainsbury’s strategy needs to be differentiated by category with the following focus.
1. DON’T cannibalize your margins unnecessarily. There are some categories where shoppers are quite happy to pay more. EDLP in these categories will have little impact on your overall shopper satisfaction
2. DO run promotions. Some categories respond well to these and there are incremental gains to be had by avoiding fixed low-price strategies her
3. DO look at what else matters to your shoppers at a category level: honour commitments on pace of innovation, healthy options, sustainability. Give shoppers MORE range if that’s what they are asking for. Once size does not fit all.
Download other shopper insights and analysis from our Resources section.
What next?
Stay in the loop!
Want first access to our newest resources?
Get notified the moment new content drops —never miss an update!
Get notified the moment new content drops—never miss an update!
Interested?
Book a no-obligation demo
- Tell us your categories, retailer or brands
- We’ll show you our shopper perspective data
that will reveal “The Why” for your business - Our category management experts will develop a quotation for you
