Fishy in-store strategy from Sainsbury’s

Sainsbury’s has adopted some fishy in-store marketing at its Cromwell Road branch in London.

The supermarket has decided to join its rivals and has entered the ugly world of grey market supply. And in keeping with this, its posh Kensington branch is stocking men’s and women’s Calvin Klein underwear.

Stocking grey market products has its benefits – consumers pay less for designer goods. But those manufacturers whose wares end up on supermarket shelves against their will complain that it is not the right environment to buy their luxury products.

On the whole, the Diary thinks this is tosh, but in the case of Cromwell Road Sainsbury’s, they may have a point. Customers of sexy Calvins who want to save a few quid will have to put up with the odour of fish, as the supermarket has put the underwear ten feet away from its fish counter.

Some supermarkets try to attract custom by pumping the aroma of fresh bread among the aisles – baking bread has connotations of warmth and comfort. But frankly, the blend of fishy odour and underwear has less desirable associations.

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