Sainsburys boosted by Basics range

Sainsburys says its Switch and Save marketing campaign and the increasing popularity of its Basics range boosted sales in its final quarter.

Sainsbury’s says its “Switch and Save” marketing campaign and the increasing popularity of its “Basics” range boosted sales in its final quarter.

Like for like sales increased 2.7% in the 11 weeks to March 21, the company says, or 6.2% excluding fuel.

The supermarket chain says sales of its “Basics” range increased 60% over the same period last year boosted by January’s “Switch and Save” campaign that focussed on the budget range as cash strapped shoppers looked for cheaper goods.

Sainsbury’s also launched a budget conscience direct mail campaign ‘Spend and Save 26 Christmas’ in December as part of its CRM strategy. The DM pack offered Nectar card holding Sainsbury’s customers a range of reward coupons to drive customers to visit their local store and redeem coupons.

Justin King, chief executive of the supermarket, says the sales bump reflected the “strength and resilience of the Sainsbury’s brand”.

He adds that it expects the current economic environment to remain “challenging” but that that it is “well positioned” because of its focus on value.

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