11th Feb 2016 12:05
LONDON (Alliance News) - J Sainsbury PLC on Thursday said it aims to phase out the "vast majority" of multi-buy promotions by August 2016, in favour of lower regular prices.
UK supermarkets have been accused of confusing shoppers with deals such as 'buy-one-get-one-half-price' and '3-for-2', and have been replacing promotions with lower prices.
Now Sainsbury's has said it will phase out the "vast majority" of multi-buy promotions across the grocery business both in store and online by August 2016. There will be a few exceptions, where multi-buy promotions will be used at certain times of the year, the grocer said.
The supermarket chain has already phased out more than 50% of multi-buy promotions since March 2015, across its dairy, canned and packaged goods, meat, fish and poultry categories, and it now intends to extend this across its full range of branded and own-brand soft drinks, confectionery, biscuits and crisps.
"By replacing multi-buy promotions with lower regular prices, we are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items to enjoy great value," Food Commercial Director Paul Mills-Hicks said in a statement.
"Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing," Marketing Director Sarah Warby added.
By Karolina Kaminska; [email protected] @KarolinaAllNews
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