On 17 June Waitrose announced a personalised promotion scheme which it claimed would be “game-changing”. The retailer will let its myWaitrose loyalty card holders pick ten items to receive a 20 percent discount on, both online and instore.
The shopper will be able to choose from nearly a thousand products that include everyday items like bread, cereals and toilet roll. The list of possible items will be refreshed every three months and Managing Director Mark Price suggested that the list could be increased to cover thousands more items.
Mr Price described the promotion as a “groundbreaking move” that goes “one step further by putting them [shoppers] in control.”
Most heavily promoted category
Brand View has reviewed the list of products included in the scheme; almost an equal number of branded and own label items are available on this promotion. There are a total of 933 products that the shopper can select from – 471 branded and 462 own label.
Chilled products make up more than 50 percent of the items on promotion, almost 75 percent of these are own label products. The promotion also contains a large number of ambient products – conversely almost 75 percent of these SKUs are branded goods.
Waitrose offer this promotion across 97 sub-categories, including 61 Chilled Ready Meal products, the majority of which are own label items.
Ambient products on promotion
Coffee and Ready to eat cereals are the most heavily represented Ambient sub-categories in the promotion with 47 and 39 products respectively.
Laundry detergent makes up 27.5 percent of the SKUs in the Household category. All of these items are branded goods, the majority of which are Ariel, Fairy or Persil products.
Promoted products by Manufacturer
Unilever has the greatest number of products in the promotion, 27, the majority of which are in the Health & Beauty and Homecare categories. Mondelez International has 22 products in the campaign; 13 are Green & Black’s chocolate and ice cream products.
The 12 products that Mars Petcare has in the promotion account for 54.5 percent of the Pet products shoppers can choose from, with the remainder from other manufacturers such as Nestle Purina Ltd and Butcher’s Pet Care.
Promoted products by brand
Innocent is the most heavily promoted brand with 18 products featured in the promotion; only one other Coca-Cola Enterprises product is on promotion – the 1 litre bottle of This Juicy Water Raspberries & Apples.
Of the Jordans and Dorset Cereals products in the promotion, 19 of the 20 are Ready to eat cereal SKUs. This brand accounts for more than 50 percent of all the cereal products included in the promotion.
Promotions on staple goods
The promotional banner on the Waitrose website promotes six large free range eggs; with the 20 percent discount applied these eggs drop from £1.99 to £1.59.
Waitrose website 17 June 2015
Waitrose had been the most expensive for six large free range eggs, however with the 20 percent discount Sainsbury’s become the most expensive at £1.65.
The discounters offer the cheapest prices – Lidl is currently promoting eggs at 89p, down from 95p.
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