Transcript UK Grocery Retailer Insights Weekly retailer themes and brand promotions from the top UK grocery retailers. w/e 25th May 2014 Copyright: The ideas presented here.

UK Grocery Retailer Insights
Weekly retailer themes and
brand promotions from the top
UK grocery retailers.
w/e 25th May 2014
Copyright: The ideas presented here and their implementation are the intellectual property of Cosine UK, to which we shall exercise our rights as the authors.
Direct or indirect imitation or use of any of the ideas or other documentation or their implementation is not permitted until we have issued our prior written permission.
Feedback
We’ve been providing these reports free of charge via our blog for over a year
now and would love to hear back from you:
• What do you use our report for?
• Is there anything else you would like to see on the report?
• certain information?
• expanded information?
• different retailers?
• Any other feedback?
Please send your feedback to Tim Harris – [email protected]
We are an award-winning field marketing agency with a proven track record
of increasing our clients’ sales, retail presence and brand awareness, achieved
through merchandising, auditing, mystery shopping and other field marketing
services, with our outsourced sales teams trained specifically for every campaign.
For more information about Cosine visit our website www.cosineuk.com
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Weybridge – Wednesday 21st May
Key Customer Themes:
• NEW Great Brands – Great Prices: ½ price cupboard fillers
supported by overhead signs, bus stops and barkers in the
first aisle.
• NEW 5 Year Guarantee On Any TV: With interest free credit.
Highlighted in the electrical department.
• Clubcard Fuel Save: Every shop counts towards up to 20p
off a litre of fuel. Highly advertised on entry with large
overhead signs and on posters and bollards in the car park.
• Professional Kitchenware For Your Home: Collect one sticker
for every £20 you spend in store, online or on Tesco’s Fuel.
• Up to 40% Off Garden Furniture, Accessories & Barbecue:
Offers continue to be advertised over 5 bays, supported by
high signs and bus stops.
• General Feel: An overwhelming amount of advertising
around the store, especially concerning the Clubcard Fuel
offer. A busy store with well filled shelves and staff helpful
and assisting.
Key Deals:
•
•
•
•
•
•
•
Uncle Bens / Sharwoods / Tilda: 3 for £3
Selected Vegetables: Various offers
Pringles : 2 for £3
Summer Eating: 3 for 2
Sprite / Fanta / Dr Pepper 2L: BOGOF
Granulated Sugar 1Kg: 79p
Selected Beers / Lagers: 2 for £20/£18
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Epsom Station – Wednesday 21st May
Key Customer Themes:
• NEW Tesco's Fun Raising Sponsor Soccer Aid 2014: A new
promotion of donating 5p per pack, supported by bus stops
and barkers against various products.
• Every Shop Counts – Clubcard Fuel Save: Highly advertised
throughout the store on bus stops, barkers, bunting and a
window poster.
• Grocery Delivery charges down & Staying down: Advertised
near the entrance of the store.
• The Spring Drinks Festival: Highlighted with bus stops on a
gondola end and in the BWS department.
• Click & Collect: Promoted on huge signs in the checkout
area.
• General Feel: The store was clean and tidy. The shelves
were reasonably stocked with staff seen busy helping
customers.
Key Deals:
•
•
•
•
•
•
•
•
Selected Wines: ½ price
Maltesters/Minstrels pouches: £1
Tyrrells Crisps: £1
Nescafe Café Menu: ½ price
Pepsi Cola 6pk: ½ price
Oreo Biscuits : ½ price
Walkers Crisps 6pk: 2 for £3
Beer / Cider Singles: 3 for £5
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Roehampton – Wednesday 21st May
Key Customer Themes:
• NEW Ramadan Mubarak: Theme promoted in the ‘World
Food’ department.
• Love the Game: The theme of football is displayed
throughout the store with impactful overhead signs , bus
stops and barkers and bays of football accessories.
• The Home Sale: Sale of reduced household items continues .
Bordered with high signs, bus stops and barkers.
• George.com: High signs encouraging customers to go
online over the household and clothing departments.
• George Home: Catalogue promotion on store entry
• Let's Garden / Outdoor Living: Promotion of gardening
products continues on a larger scale by covering a further
16 bays supported with overhead signs, bus stops and
barkers and displays seen immediately on entry.
• General Feel: A busy store with a lot of advertising events
being promoted at the same time. Shelves were full and
there was plenty of staff on hand.
Key Deals:
•
•
•
•
•
•
•
•
Selected Wines: £5
Meat / Fish / Poultry: 3 for £10
Cucumber / Iceberg Lettuce: 50p
Selected Cupboards Fillers: 4 for £5
Flash / Domestos / Fairy Cleaning Products: 2 for £2
Robinsons Squash: 3 for £2.50
Cadbury’s Chocolate Pouches: £1
Cadbury’s Marvellous Mix Ups Bags: £1
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Mitcham – Wednesday 21st May
Key Customer Themes:
• I’m Cheaper: Promotion continuing to be advertised on
overhead signs on entry, bus stop displays against deals
throughout the store.
• Holiday, Gardening And Outdoor Accessories: 10 bays of
seasonal products highlighted with bus stops and barkers.
• Payback Bonus: Signs over the checkouts promoting the
offer to ‘save £10 off your 4th shop when you spend £40 or
more’ in one transaction each week for 4 weeks.
• Great Value: Signs used on all promotional gondola ends.
• Pick Of The Shop: Continues to highlight best offers in store.
Promoted on central aisle.
• General Feel: This week the store felt very cluttered with the
Morrisons ‘I’m Cheaper’ advertising signage. Shelves were
stacked well with plenty of staff on hand to help customers.
Key Deals:
•
•
•
•
•
•
•
•
Morrisons Rice Crackles: £1.39
Birds Eye Inspiration Range: £1.99
Daz Laundry Powder: ½ price
Lenor: £3.49
Dolmio Sauce: ½ price
Cathedral Cheese: ½ price
Sugar Puffs: Better than ½ price
Kenco Coffee: ½ price
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Wandsworth – Wednesday 21st May
Key Customer Themes:
• NEW 25% Off TU Clothing: A new promotion being
advertised both in the car park on banners and in store
especially near the entrance and throughout the clothing
department.
• NEW Father’s Day: A plinth end is dedicated to the
upcoming event and highlights associated gifts for the
event.
• Sainsbury's Bank: Loans and homes insurance deals
promotion, highlighted by overhead signs at every
checkout.
• Summer Seasonal Range: With 38 bays dedicated to this
theme it is prominent throughout the store including several
stacks of gardening and outdoor products bordered with
high signs, bus stops and barkers.
• General Feel: A spacious store with a recent refurbishment.
Clean and tidy with well stocked shelves.
Key Deals:
•
•
•
•
•
•
•
Wines / Champagnes: Buy 6 bottles or more and save 25%
Leg of Lamb: ½ price
Walkers Crisps 20pk: ½ price
Copella Juice: ½ price
Kellogg’s Crunchy Nut: ½ price
Milk 4pt: £1
Eggs 6pk: £1
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Chessington – Wednesday 21st May
Key Customer Themes:
• NEW Spring Clean: Highlighted in the cleaning department
on bus stops and barkers.
• Try Me By Sainsbury’s Range: Theme continues in store and
is seen promoted on bus stops throughout the store against
branding.
• Perfect for Summer: The offer remains in store and is
advertised on bus stops placed down every aisle.
• Great Offers: Main hanging signs used throughout the store
to highlight various offers.
• General Feel: The store is tidy and clean. Fridges quite
empty and waiting for delivery. Summer theme very
prominent in store. Staff seen assisting customers.
Key Deals:
•
•
•
•
•
•
•
Lunch Meal Deal: £3
MontPierre Reserve Sauvignon Blanc / Shiraz: Save 1/3
Maltesers / Minsrels / M&M’s Pouches: £1
Cadburys / Maryland / McVites Biscuits: £1
Coca Cola: BOGOF
Nescafe Azea: ½ price
PG Tips 80pk: £2
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Epsom – Wednesday 21st May
Key Customer Themes:
• Father’s Day: A gondola end promoting various gifts
associated with the event.
• Summer Of Sport: In store promotion highlighting various
products connected with summer, with tennis being an
influence on overhead signs, bus stops and barkers.
• Waitrosecellar.com: Theme is advertised as now open with
free delivery and mix your own case of six bottles
• Weekend Kitchen With Waitrose: Barkers were placed
against associated products throughout the store.
• Save Money With My Waitrose: Pay 10% less on 100s of
products with signs, bus stops and barkers placed around
the store.
• General Feel: The store was tidy and clean with summer
being the main feature throughout the store. The shelves
were stocked well and helpful staff were available.
Key Deals:
•
•
•
•
•
•
•
•
•
Heston Fruit Cup: 25% off
Selected Wines: Various ffers
Selected Chocolate Pouches: BOGOF
Doritos Chips & Dips: BOGOF
Tyrrell’s Crisps: BOGOF
Summer Eating Mix & Match: 3 for £6
Kenco Millicano: BOGOF
Robinson’s Squash: £1
Ariel / Fairy / Lenor Laundry: Various offers
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Huddersfield – Wednesday 21st May
Key Customer Themes:
• Summer Of Flavour: A large display is positioned at the front
of the store promoting both cut flowers and potted plants.
• Eat Well: Prominent display sited at the entrance to the store
promoting healthy recipes and the use of staple ingredients
such as pasta, rice, vinegar and virgin olive oil.
• Pick Up Your Healthy Recipe And Ingredients: Promotion
sited at every checkout with ‘pick up a leaflet’ signs as well
as signage located near the store entrance.
• Gardening: 2 bays & a large display positioned front of store
containing cut & potted plants and flowers.
• General Feel: A clean and tidy store with well stocked
shelves. Summer being the main theme throughout the
store.
Key Deals:
•
•
•
•
•
•
•
•
•
Dine In For Two: £10
Fresh Pizza: 3 for £10
Fishcakes / Crispbakes: 2 for £3
Selected Italian Meals: 3 for £7
Vegetarian Meals For One: Buy 1 get 1 ½ price
Beef / Lamb Cuts: 2 for £8
Hand Cooked Crisps: 2 for £2.50
Wines & Champagnes: Buy 6 bottles and save 25%
Selected Deli Items: 3 for £6
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Epsom – Wednesday 21st May
Key Customer Themes:
• NEW Summer Football & It’s Summer Time: Dedicated to the
summer theme, slogans are used to advertise seasonal
changes.
• Fair & Square Prices: Continues to be advertised on entry
with overhead signs.
• A Good Deal For You: Slogan seen on various signs
throughout the store promoting offers.
• The Cooperative – Good With Food: Seen mainly on signs
are the checkouts.
• General Feel: The store was quite cluttered due to
additional stacks. The fridge space was fairly empty, but
staff were helpful with customers.
Key Deals:
•
•
•
•
•
•
•
•
Fosters / Strongbow 18pk: £12
Magnum Ice Cream 3pk: ½ price
Cocoa Cola 6pk: BOGOF
Co Op Sliced Loaf: 75p
Thirst Pockets Kitchen Towel: ½ price
Selected Nestle Confectionary: £1
Walkers Crisps 12pk: BOGOF
Tyrrell’s Crisps: £1
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Huddersfield – Wednesday 21st May
Key Customer Themes:
• Gardening Promotions – This is a recurrent theme both
internally throughout the store and in the car park. With 23
bays of products such as soil, plants, equipment as well as
garden accessories such as gazebo’s and non-disposable
BBQs.
• Swap & Save: Signage used throughout the store promoting
savings of 45%.
• Aldi super 6: The offer continues in store supported by
header board, floor stickers and shelf barkers.
• General Feel: Summer continues to be the prominent
themes in the sore with plenty of products stacked beside
each offer. Helpful staff were on hand and shelves were
well filled.
Key Deals:
•
•
•
•
•
•
•
•
Summer Patio Planters: £4.99
Premium Bedding Plants 6pk: £3.99
Ornamental Bark Garden Compost: £1.99
Aldi Super Six Vegetables: 69p
Solesta Vegetable / Sunflower Oil: 99p
Cowbelle Milk: 95p
Dentitex 6 in 1 Mouthwash: £1.29
Instant Lighting Charcoal: £3.99
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
Huddersfield – Wednesday 21st May
Key Customer Themes:
• Gardening: Bays located inside and outside the store
displaying cut and potted plants plus an FSDU containing
garden seeds.
• Everything For Your Team: Bays displaying World Cup
branded flip flops, hats and T-shirts.
• Everything You Need For Summer: Promotional signs
displayed over bays of BBQ equipment, condiments, suntan
lotion and alcoholic beverages.
• Market Fresh Quality: Well advertised on entry and around
the fresh fruit & veg department.
• General Feel: Summer and football being the two main
themes in store. The store had a basic layout though
promotional areas were a little messy, but plenty of staff to
help.
Key Deals:
Strathvale Beef Rump Steak: £3.99
XXL Grangedale Pork Loin Steak: £2 for £8
Birchwood BBQ Whole Chicken: £2.99
Hovis Medium Granary: 2 for £2.50
Solevita Lemon Splash Drink: 2 for 75p
Formil Non Bio Washing Powder / Colour Washing Powder
65pk: £6.19
• Reef Crest Easy Steam Fish Fillets: £2.29
• Oaklands For Kids Fun Size Bananas: 99p
•
•
•
•
•
•
[email protected] | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog
We are an award-winning field marketing agency with a proven track record
of increasing our clients’ sales, retail presence and brand awareness, achieved
through merchandising, auditing, mystery shopping and other field marketing
services, with our outsourced sales teams trained specifically for every campaign.
e-mail us
call us
follow us
find out about us
read a blog by us
[email protected]
01844 296700
@CosineUK
CosineUK.com
Cosine Blog