Sainsbury's launches online Brand Match scheme as it goes head-to-head with Asda
Sainsbury’s is stepping its fight against Asda in the price comparison wars with the introduction of its Brand Match scheme to online orders.
The changes will place the retailer on a more level platform with Asda which runs its own online price promise.
The scheme, which currently runs in stores, will now be implemented online allowing customers to compare branded lines against one of its biggest rivals in Asda. It promises that online customers will not pay more for their identical branded groceries than they would on Asda.com. Interestingly it has omitted Tesco in the Brand Match leading some experts to argue that it would not be able to compete with Tesco’s low prices.
Online Sainsbury’s shoppers will receive a message informing them whether their basket is cheaper than it would be for the same items at Asda. Sainsbury’s is promising that if it is not the customer will receive a Brand Match coupon worth up to £10 which can be used on their next online shop.
Sainsbury’s director of online, Robbie Feather, said the Brand Match scheme was part of the “extensive work we’ve been doing to improve our website and online service” and was “another important step in the growth of our 1bn online business.”
Northern Ireland recently trailed the online version of the scheme which it said it was well received. The move should allow Sainsbury’s to better compete with Asda which also offers a similar promotion with its promise to be 10 per cent cheaper than Sainsbury’s, Tesco and Morrisons.
Sainsbury’s has recently made some significant changes in an attempt to close the gap in competition with its rivals while also trying to save £500m in operating costs over the next three years. The changes, including the premature termination of its British Athletics sponsorship, are part of a wider strategy to win back the market share it has lost to cheaper alternatives such as Lidl and Aldi.