Sainsbury’s has announced it will be ending its Brand Match scheme, which gave shoppers vouchers if they could have bought a branded item elsewhere for less, and will instead be focusing on lowering prices on essential products.
The supermarket retailer explained that it spoke to its customers across the UK, and found the vast majority felt that lower regular prices were more important to them than Brand Match.
Sarah Warby, Sainsbury’s Marketing Director commented, "Customers have told us that they want lower regular prices, and that this is more important to them than Brand Match.
"We’ve taken this on board and will now be investing all of the money from the scheme into lowering the regular prices on everyday products."
Sainsbury's plans to now invest in lowering the price of popular key products, such as chicken, bread, cheese, fresh products and household cleaning items in its stores.
The last Brand Match coupons are due to be issued on Tuesday, 26 April.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.
