Sainsbury’s is stepping up its fight with the discounters by rolling out the Aldi Price Match scheme across its over 800 convenience stores.
The industry-first step will see Sainsbury’s Locals matching Aldi prices on up to 200 everyday essentials such as milk, bread, butter, jam, peanut butter, honey, pasta, rice, salad, tuna, chicken, steak, potatoes and vegetable oil.
Sainsbury’s currently price matches the discounter on over 500 own-label and branded products in its 600 larger stores.
The extended price match initiative will replace its ‘Pocket Friendly Prices’ offer in its convenience stores as part of moves by Sainsbury’s to simplify the value offering across its estate.
The news follows a recent reset of the group’s convenience operation, which has included updated store layouts and product ranges to better meet the needs of its customers.
“Since setting out to put food back at the heart of our business four years ago, we’ve invested nearly £1bn in value,” said Simon Roberts, Chief Executive at Sainsbury’s.
“Our Next Level Sainsbury’s strategy is about giving customers more of what they come to Sainsbury’s for – outstanding value, unbeatable quality food and great service.
“In our Sainsbury’s Locals, we’ve worked hard to offer market-leading prices on essential items and popular breakfast, lunch and dinner staples. We have also refreshed our Local store layouts and rebalanced space, increasing the number of products in store by 7% and adding more food-on-the-move products – the primary mission of most convenience shoppers. When you’re shopping in Sainsbury’s Locals, you can be sure of excellent value, quality and choice.”
NAM Implications:
- Sainsbury’s shoppers: ‘outstanding value, unbeatable quality food and great service’
- The key for Sainsbury’s is to ensure that the price-match items can withstand line-by-line comparison.
- No doubt already on the ‘Which?’ agenda.
- And if Sainsbury’s meets the criteria…
- …watch their food message soar.
