Sainsbury’s to price match Tesco and Asda

Sainsbury’s is to introduce a price promise to match Tesco and Asda on 12,000 branded goods.

From tomorrow (17 August) Sainsbury’s will trial a scheme that will offer customers at its 12 Northern Ireland stores a money off coupons giving them the difference back if their shopping would have been cheaper at Tesco or Asda.

The Brand Match scheme will be operated through Sainsbury’s “coupon at till” system and will automatically calculate if the shopping basket is cheaper elsewhere.

Customers can claim back the difference the next time they shop at Sainsbury’s within 14 days.

The supermarket will be hoping that the trial helps address the common perception that it is more expensive than its rivals.
Sainsbury’s claims its “no ifs, no buts, no fuss” money back offer is the only price incentive in the industry that gives shoppers the difference back instantly.

The Brand Match is a direct competitor to Asda’s Price Guarantee, which promises to be 10% cheaper than its rivals.

Asda shoppers must enter a receipt number into the online site and print out a coupon at home to claim money back.
The Brand Match excludes own brand goods but includes items on promotion.

Mike Coupe, Sainsbury’s group commercial director, says: “We’ve always been committed to offering the best price on brands and by developing and installing innovative technology in our stores we can reassure every customer that they’re paying the same for their basket of branded grocery goods every time they shop with us.”

“We want to give shoppers a no-hassle experience; we understand they don’t want to spend time constantly checking prices or logging onto a computer to print out a coupon at home. Quite simply, we’re doing the maths and the work so they don’t have to!”

The Brand Match prices are compiled independently by



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