Brand View tracks promotions on a daily basis and can provide an understanding of activity from Category to Product level – which retailer promotes the most and what mix of promotional mechanics are used?
Tesco has promoted most heavily over the last month, followed by Sainsbury’s
Within the multiples, it is evident that Tesco is offering a larger percentage (29.6%) of their range on promotion with Sainsbury’s in second place offering 21.2% of their range on promotion – followed by ASDA (19.6%), Morrisons (16.4%) and Waitrose (13.2%).
Sainsbury’s has placed more focus on Multibuy activity, whilst Tesco has focused on Save Amount promotions
The mix of mechanics used across the retailers is quite different. ASDA continues to place the majority of focus on ‘Rollback’ activity with less emphasis on Mulitbuy than Sainsbury’s and Tesco.
Brand View has captured the majority of ASDA activity as ‘Unsupported’. This is where Brand View has detected a recent Price Reduction (which is often shown as a ‘Rollback’ in-store), but no promotion has been flagged on the ASDA website for consumers to see. Contact Brand View to learn more about ‘Unsupported’ promotional activities.
Sainsbury’s and Waitrose have placed more focus on Multibuy promotions over this time.
Data in this analysis is based on:
- Retailers – ASDA, Morrisions, Sainsbury’s, Tesco and Waitrose
- FMCG Categories – Beers, Wines & Spirits, Grocery, Health & Beauty and Homecare
- Time Period – Last 4 weeks (12 October – 9 November 2012)
- Promotional Mechanics – Half Price, Rollback, Save a Third, BOGOF, Save Amount, Save Percentage, Special Purchase, Unsupported and Other Multibuy