Following the launch of its ‘Nectar Prices’ scheme in April, Sainsbury’s is continuing to expand the loyalty initiative to more categories.
After rolling it out across the fruit & veg and ready meals last month, the supermarket is now introducing Nectar Prices across its meat, fish and poultry ranges.
Discounts available from this week include So Organic lamb mince (usually £5.25, Nectar Price £3.50), Sainsbury’s Taste the Difference cod fillets (usually £5.50, Nectar Price £4.95) and by Sainsbury’s southern fried chicken breast steaks (usually £3.55, Nectar Price £2.75). Meanwhile, brands on offer for Nectar card holders include Fridge Raiders chicken bites (usually £2.80, Nectar Price £2.00), Peperami Orginal (usually £2.80, Nectar Price £2.25), Richmond pork sausages (usually £3.25, Nectar Price £2.25) and Gressingham aromatic duck (usually £8.00, Nectar Price £6.25).
Overall, the discounts are available on around 3,500 products across categories such as health & beauty, confectionery & snacking, beers, wines & spirits, household, baby, pet food, dairy, and bakery.
Industry data released last month showed that Sainsbury’s was outperforming key rival Tesco, with sales growth of 10.0% over the 12 weeks to 11 June and its market share holding steady at 14.9%.
Retailer loyalty cards have become a key focus in the battle for cash-strapped consumers amid ever-increasing competition from the discounters. As well as the launch of Sainsbury’s Nectar Prices, Morrisons recently made member pricing a key element of its revamped loyalty scheme. The Co-op also launched a similar initiative earlier this year, whilst it was reported at the end of last month that M&S was trialling member-only pricing on some of its food lines.
NAM Implications:
- With discounts ranging from 10% to 33%, over 3,500 products…
- …these Nectar Prices are beginning to look interesting.
- i.e. becoming a pointer for others…
- ….as retailers climb aboard the successful Tesco Clubcard initiative.
- Watch this space…
