Sainsbury's rolls out Brand Match initiative
Sainsbury's is the latest retailer to enter the supermarket price war this week with the roll-out of its Brand Match exercise.
The retailer has pledged to match the prices of thousands of branded goods at Asda and Tesco by using technology that instantly calculates the cost of a customer’s branded groceries at the till then compares it to the price of the same branded basket at Asda or Tesco.
If the branded basket is found to be cheaper at either store the customer will receive a coupon equal to the value of the difference which they can redeem in-store.
The roll-out follows a trial a 12 of the supermarket’s stores in Northern Ireland.
Mike Coupe, Sainsbury's group commercial director, said: "The launch of Sainsbury's Brand Match across the UK represents a revolution in retail and is fantastic news for hard-pressed shoppers.
"Unlike some of our competitors we aren't asking customers to do the hard work to check on our prices. We know shoppers don't want the hassle of having to enter different pieces of information on their computer at home before having to then print out a coupon just to check they are getting the best deal."
Customers need to spend £20 or more to benefit from the Brand Match and coupons are valid for 14 days after the issue date.
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