1. Copyright: The ideas presented here and their implementation are the intellectual property of Cosine UK, to which we shall exercise our rights as the authors. Direct or indirect imitation or use of any of the ideas or other documentation or their implementation is not permitted until we have issued our prior written permission. UK Grocery Retailer Insights Weekly retailer themes and brand promotions from the top UK grocery retailers. w/e 2 nd June 2013

2. Key Customer Themes : NEW Father’s Day: A shipper featuring Father’s Day cards is featured near the checkout area. Clubcard Voucher Exchange: Theme continues with a large standee at store entrance and additional POS throughout store. Price Promise: ‘You Won’t Lose Out At The Checkouts’. Theme returns with a variety of POS including bunting, security shrouds, barkers and aisle fins throughout store. Happiest In The Garden: Three bays of associated products in the seasonal aisle. Promoted with overhead signs, aisle fins and barkers. Beer & Cider Festival: Reduced relevant products are featured on a display at front of store. The theme continues down the BWS aisle. Collect And Save 60% On Pyrex: The offer is promoted using an FSDU. General Feel : The store felt very cluttered with various FSDUs located near the checkouts. There were plenty of staff helping with customer queries and the shelves were well stocked. Key Deals: Selected Beers/Lagers/Ciders: 2 for £20 Nestle Cereals: ½ price Selected Health & Beauty Products: ½ price Cadbury Dairy Milk 360g: £2 Selected Beef Joints: £7 Brixton – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Price Lock : ‘Where Prices Go Down And Stay Down’. Theme is advertised mainly in the central aisle using hanging signs and bunting. Let’s Garden : Garden equipment and ornaments are featured across twenty-six bays in the seasonal aisle. Supported with promotional signage, bunting and aisle fins. NEW Wear Your Summer: Theme is seen throughout the Clothing department using high signs. The Home Sale: Household accessories are featured across twelve bays. Promoted with overhead signs and aisle fins. 1000's Of Products £1: Remains the key theme to promote instore offers with large signs throughout the central aisle. General Feel : The store was quite clear with only a few FSDUs and some displays at the entrance. The shelves were running low on stock but there were plenty of staff on hand re- stocking and helping with customer queries. Key Deals: Selected Health & Beauty Products: 3 for £10 Selected Wines: 3 for £10 Highland Spring Water 14pk: £2 Cadbury Dairy Milk 200g: £1.50 Clapham Junction – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : NEW Father’s Day: A shipper featuring Father’s Day cards was featured at store entrance. NEW If You’re Not 100% Satisfied Neither Are We: Morrisons will replace and refund any product if customers are not 100% satisfied. Theme is heavily promoted at store entrance. We're On A Mission To Save You Every Penny We Can : Highly visible throughout store with various POS items utilised to advertise product offers in store. Collect Saver Stamps : The Pink Pig logo can be seen on high signs predominately at checkouts. Bring On The Great Outdoors : Theme continues with gardening and outdoor accessories featured across six bays in the seasonal aisle. NEW Great British Picnic: Promoted at the store entrance and throughout the central aisle. General Feel : The store felt very spacious with wide aisles and a clear floor. The shelves were very tidy and well stocked. Key Deals: Cadbury’s Marvellous Creations 200g: ½ price Coca-Cola 2L: BOGOF Jersey Royal Potatoes: ½ price Selected Cleaning Products: ½ price Tetley Teabags 240pk: ½ price Streatham – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Tesco Clubcard: Continues as the only theme in store with POS at entrance and the checkouts. General Feel : The store felt very cluttered with staff blocking the aisles whilst re-stocking the shelves. Key Deals: Coca-Cola 6pk: ½ price Doritos Crisps: ½ price Nestle Cereals: ½ price Selected Wines: ½ price Walkers Sensations Crisps: ½ price Tolworth – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Summer Outdoor Living : Five bays dedicated to summer related items in the seasonal aisle. Supported with a variety of POS including high signs and barkers. Brand Price Match : Theme continues with prices matched to Tesco using green barkers. NEW Put The Shine Into Summer: Slogan used throughout the cleaning department. Father's Day: Cards and related gift items are featured on an EPU at front of store. Promoted with an overhead sign and aisle fins. General Feel : The store was clean, tidy and all the shelves were well stocked. Key Deals: Selected Wines: Save 1/3 Selected Health & Beauty Products: Various offers Vitamins & Herbal Products: 3 for 2 Selected Beers & Lagers: 2 for £16 / 2 for £18 Hersham – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes: NEW Wine And Champagne: Prominent theme with displays and promotional POS throughout store to highlight the 25% off offer. General Feel : The store was very spacious and atmospheric with extra displays around the checkouts and on entry. The shelves were fully stocked throughout. Key Deals: Selected Wines & Champagnes: Save 25% on 6 bottles Mix & Match Fruit: 2 for £4 / 2 for £3 Beer: 6 for 5 Selected Desserts: Save 25% Merton – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Summer Gardening : Six bays in the seasonal aisle are dedicated to outdoor products and related items. Promoted with high signs, aisle fins and barkers. Everyday Food Made Special : Theme continues with advertising in the car park, at store entrance and throughout store. NEW Father’s Day: Father’s Day is promoted with a shipper and a checkout end displaying relevant DVDs. Happy Pets: Various POS including car park banners, overhead signs and aisle fins are used to support the reductions on pet food. How Did We Do Today?: Theme continues with signs and leaflets at store entrance encouraging customers to leave their feedback. General Feel : The store was very tidy which gave a spacious feel. The shelves were well stocked and there were plenty of friendly staff available to help with queries. A pleasant shopping atompshere. Key Deals: Selected Beers & Lagers: 2 for £18 Selected Meats: ½ price Selected Wines: ½ price / Save 25% / Save 1/3 Selected Health & Beauty Products: 1/3 price Balham – Wednesday 29 th May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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