Blog: Dean BestWaitrose launches fresh promo push

Dean Best | 26 July 2012

Waitrose, the upmarket UK retailer, has made another bid to attract consumers or get shoppers to visit its stores more often, another sign of the promotional frenzy in the country.

The company has sent a discount card offering "new and potential shoppers" 10% off every time they visit a Waitrose outlet over the next four weeks.

Waitrose, which has signalled plans to be more competitive on price, said it used a similar initiative last autumn and had a "very good response".

"In this tough economic climate value for money is, of course, very important to everyone. So we believe this discount card will encourage people who don't currently shop with us, or shop with us infrequently, to experience our value, quality and service," a spokesperson said.

In March, when Waitrose announced its results for 2011 (sales up but operating profit down) Mark Price said the retailer would be flexing its muscles on price.

Two months later, it said it would extend its Brand Price Match scheme and match Tesco's prices on 7,000 brands, up from 1,000.

The spokesperson said the discount card was "part of our commitment to offer shoppers excellent value for money".

"We launched essential Waitrose in 2009 - entry-level price products with no compromise on quality. We started our Brand Price Match in autumn last year, a long-term commitment to match Tesco prices on 1,000 everyday branded goods that our customers buy most frequently and we extended this in May to match the prices in a representative large Tesco supermarket. And we have a wide range of great value promotions in our shops every week."

Competition, however, is hot.


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