The lengthy economic downturn and a lack of shopper loyalty has fuelled increasingly aggressive pricing strategies among UK retailers in recent years.
Competitive price matching schemes are prevalent in major retailers and in August 2015, powered by Brand View, Sainsbury’s launched Brand Match online – the online equivalent of its price promise initiative which has been running in UK stores since 2011.
However, the so-called discounters – Aldi, Lidl, Netto etc – are starting to change the traditional grocery retail landscape. Kantar WorldPanel research shows how UK retailers’ percentage of market share has changed from September 2013 to September 2015. Aldi and Lidl have an increasingly strong foothold in the UK market and are becoming a greater threat to the UK’s major retailers.
It is more important than ever for retailers to not only leverage competitive price matching schemes, but to also communicate their value position.
AECOC International Training Session
Brand View is pleased to be presenting at an AECOC International Training event on 15 October in London.
AECOC, one of the largest business associations in Spain which has more than 25000 manufacturer and distributor members, is hosting an International Training event which will focus on price and promotions strategies in the UK.
Brand View will be presenting in one of the seminars, focusing on the use of price promises and promotional strategies used to drive sales in FMCG retail in the UK.
Julian Kirby-Smith, Retail Director at Brand View, will be sharing his extensive knowledge of the competitive retailer landscape, both in-store and online, with attendees and explaining how competitive price matching schemes and promotions can be leveraged to drive sales online.
“I’m looking forward to presenting at AECOC’s International event this week – I will be outlining some of the main tactics that retailers currently use to drive sales in-store, from price promises to promotions and marketing campaigns” said Julian. “Having worked with Sainsbury’s since the launch of its Brand Match price promise scheme in 2011, I can offer an unique perspective on price matching schemes – I’ll be sharing some of our key learnings from this scheme with retailers, and discussing how this compares to other loyalty and promotional schemes offered by competitor retailers. I’m confident attendees will come away from the session with a better understanding of the price and promotional tactics used by retailers in the UK.”
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