Housewares Business-to-business magazine for housewares retailers and their suppliers
Sainsbury’s is phasing out of multi-buy promotions across its grocery business in-store and online by August in favour of lower regular prices.
The supermarket chain claims to be the first UK retailer to make changes of this scale. The commitment extends across its full range of branded and own-brand soft drinks, confectionery, biscuits and crisps.
But Sainsbury’s notes that there will be a few exceptions where multi-buy promotions will be used at certain times of the year.
Since March 2015 Sainsbury’s has removed more than 50% of multi-buy promotions from its grocery business. Core categories where multi-buy promotions have already been replaced by lower regular prices include dairy, canned and packaged goods, meat, fish and poultry.
Sainsbury’s food commercial director Paul Mills-Hicks said: “Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time.
“By replacing multi-buy promotions with lower regular prices, we are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items to enjoy great value.
“Since we started simplifying our pricing approach we’ve seen a much greater variety of products in our customers’ baskets, signalling that they like the flexibility to make their own choices.”
Sainsbury’s marketing director Sarah Warby added: “Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing.
“We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste.
“Our commitment will make it easier for customers to shop for the products they love, when and how they choose, safe in the knowledge that they are getting the best value for money all of the time.”
