Newham supermarkets to remove multi-buy deals
16:08 19 February 2016
PA/Press Association Images
The days of two-for-one discounts could be numbered, with a major supermarket set to remove multi-buy promotions from its shelves by the summer.
Sainsbury’s, who have stores in East Ham and Beckton, plus three in Stratford, will phase out multi-deals across its grocery business by August, in favour of lower regular prices.
The retailer has already removed more than half of its multi-buy promotions since March 2015, in a bid to address issues of value, waste and health.
Although some exceptions will still appear at certain times of the year, research shows shoppers feel they could end up spending more than they need through multi-buys.
Sainsbury’s food commercial director Paul Mills-Hicks said: “Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time.
“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.”
Whether other supermarkets will completely follow suit is yet to be seen, although a spokeswoman for Asda confirmed the chain had removed 133 multi-buy promotions in favour of everyday low prices this week, and have never used buy-one-get-one-free deals (BOGOFs).
“We have always prioritised low prices over promotions, but we also understand that it’s about getting the right balance for customers,” she said.
“We’re pleased that our competitors are finally coming around to our way of thinking, but we will continue to lead the way.”
Similarly a spokesperson for Tesco said: “Over the last year, we’ve been reducing the number of short-term promotions to focus on transparent, simple, consistently low prices on everyday products that matter most to customers, including fresh meat, fish, fruit, and vegetables.”
A Morrisons spokesman confirmed the supermarket doesn’t offer BOGOFs, but will continue to run multi-deals on products “where customers tend to buy more than one” such as lunch-box yoghurts.
A spokesman for Aldi said: “In our view, complicated promotions, multibuy offers and price matching schemes are confusing, are not transparent and do not serve the best interests of consumers.”
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