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Sainsbury’s scrapping Brand Match from 26th April

Nectar collectors who use Sainsbury’s may have received an email yesterday as Sainsbury’s announced that it is scrapping its Brand Match price promise from 26th April.

Brand Match was the deal under which you received a credit voucher at check-out if the total cost of the branded items you bought would have been cheaper at Asda.

Brand Match Sainsburys

Sainsbury’s claims that the savings from closing Brand Match will be fed back into lower prices.  You won’t see any direct changes but, of course, if they save money at one end it may filter through to better deals elsewhere.  Brand Match must have been expensive because The Grocer estimates that Asda is 7.5% cheaper than Sainsbury’s overall.

Brand Match is also being dropped for online shoppers, which is surprising as the scheme was only launched online last August!

Part of the reason appears to be that the move to convenience ‘top up’ shopping means that fewer customer are buying the minimum of 10 items at a time which are required to trigger a Brand Match voucher.

In truth, Brand Match had already been watered down.  Since October 2014, it has only matched prices against Asda and not Tesco.  Whilst Asda is cheaper than Tesco overall, the Tesco focus on high / low pricing meant that you would often get a decent Brand Match rebate when Tesco was running a promotion on a particular line.

If you want to learn more, there is a FAQ on the Sainsbury’s website here.

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  1. Won’t affect me as 99.9999% of the time, my shopping is apparently always cheaper wherever I shop.

  2. OT – have you seen Nectar Canvass?
    I can’t share a link as it seems to be just for my profile. I was invited to join – it’s a survey site overbranded with Nectar which awards Nectar points when you complete surveys which you qualify for.

  3. Johnnycl says

    Asda announced a £500m price investment in January. Sainsbury’s are still going to be wide of the mark following this, albeit the simplicity of their new pricing structure is less confusing to shoppers.

    I think this is more of a streamline and simplification move ahead of the Argos merger rather than a genuine attempt to reduce prices.

    • So reducing prices is now termed a ‘price investment’?

      • It has always been called ‘price investment’ or similar in the trade – prices are just seen as one way of stimulating demand alongside ‘marketing investment’ etc.

  4. “Brand Match must have been expensive because The Grocer estimates that Asda is 7.5% cheaper than Sainsbury’s overall.”

    Sainsbury’s Brand Match is a bit of a marketing con. The devil was in the detail:
    * You needed to buy ten or more different items in one transaction (it was originally a £20 spend threshold) and buy at least one branded product that’s identical to the branded product on sale in Asda. The price match was only done on branded products – not Sainsbury’s own brand products.
    * Brand Match was only available in participating main Sainsbury’s branches – petrol stations, Sainsbury’s Local or convenience stores were excluded. Eleven main stores didn’t participate – Holborn (London), Tottenham Court Road (London), Warren Street (London), Mayfair (London), St Andrews Square (Edinburgh), Martineau Place (Birmingham), Nuthall Road (Nottingham), Penwortham, Crewe, Glebe Centre & North Ormesby.
    * You had to use the coupon on your next shop within the next 14 days. This was fine if only ever shopped at Sainsbury’s – I tend to shop wherever is nearest or the most convenient. My nearest Sainsbury’s is a zoo on a Friday evening & Saturday, so if I’m shopping on those days I’m more likely to shop at Waitrose. The number of times I’ve thrown a Brand Match coupon away because it’s expired!

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