An aggressive price-matching promotion by UK retailer Sainsbury’s has started a supermarket price war that grocery suppliers warn could escalate out of control.
In a trial at 18 of its stores, Sainsbury’s is effectively guaranteeing to match prices at rival supermarkets. Tills at the shops are linked to the supermarket’s database of prices charged by its rivals on 12,000 branded products.
When a shopper buys a product that is cheaper at a rival store, Sainsbury’s makes up the difference in discount vouchers in an attempt to win their loyalty.
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