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Sainsbury's trials in-store price comparison scheme

Sainsbury's is to trial new price comparison technology in its stores in Northern Ireland.


Sainsbury's trials in-store price comparison scheme

Sainsbury's is to trial new price comparison technology in its stores in Northern Ireland.

Under the "Brand Match" price promise scheme, Sainsbury's will  refund the difference in price of branded groceries if customers find they could buy the same products at a lower price in Tesco or Asda.

Sainsbury's two rivals are already running online  price check services. However, Sainsbury's claims its scheme is better as shoppers are not required to print out a voucher before visiting the stores as this will be generated at the checkout. The supermarket claims to price match its rivals on more than 12,000 products.

Sainsbury's group commercial director Mike Coupe said: "Shoppers don't want to spend time constantly checking prices or logging on to a computer to print out a coupon at home. We're doing the maths and the work so they don't have to."

He continued: "If your basket of branded goods is cheaper at Tesco or Asda, the Sainsbury's brand match technology allows us to issue a coupon for the difference immediately."

The trial uses the same technology as the retailer’s Nectar loyalty programme. Sainsbury's said that independent price data would be updated daily and would also take into account special offers available in its rivals' stores.

Coupe said: "We've always been committed to offering the best price on brands and by developing and installing innovative technology in our stores we can reassure every customer that they're paying the same every time they shop with us."

If the trial is successful, it will be rolled out across the UK. Customers must spend a minimum of £20 to qualify for the refunds.

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