Sainsbury’s make the pennies work harder
I know my brief for this column is to play Devil’s Advocate, but I have to say I’m impressed with Sainsbury’s BrandMatch system. (Basically, if you could have bought your branded goods cheaper at Asda or Tesco, you get an instant coupon for the difference.)
There have been several unsuccessful attempts by retailers to capitalise upon this opportunity, but Sainsbury really seem to have nailed the mechanic. I especially like that they also tell you how much you’ve saved – and I’m not one to complain about the wasted paper (so long as it’s not recycled, it’s a little less carbon in the atmosphere).
Today I got a coupon for 1p – brilliant – I don’t really know whether to use it or frame it. Sainsbury’s do state: ‘Why pay a penny more for your branded shop’ – nice to see they’re putting their money where their mouth is.
As for a bit of Devil’s Advocacy… well, of course this only applies to branded goods. So, to silence the cynics, the next step has to be Own Label. That would be a coup(on).