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 24 th November 2013

2. Key Customer Themes : NEW There Is Nothing Better Than Christmas: This slogan is visible on overhead signs throughout the store. Christmas: The Christmas aisle has 10 bays dedicated to Christmas related items. Snow ploughs with the message, “Ideal for Christmas’ promote offers at aisle ends. Clubcard Boost: Bus stops around the store highlight this continued promotion. Tesco Price Promise: Bus stops together with overhead signs at the checkouts promote the Tesco Price Promise. £5 Off Your Next £40 Shop When You Spend £40 Or More In- store: Banners outside together with bus stops around the store promote this offer. General Feel: A well stocked, clean and tidy store with plenty of Christmas decorations. Plenty of tills were open but very few staff were on the shop floor. Key Deals: Milk 4 Pints: 3 for £3 Jammie Dodgers: ½ price Napolina Tinned Tomatoes 4 Pack: £2 Heinz Soup: 89p or 5 for £3 Pringles: 3 for £3 PG Tips 160 Pack: £2.09 Selected Wines: ½ price Tiptree – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : NEW Smile You’ll Be 10% Better Off At ASDA: This message has a winter theme on all Point Of Sale together with outside banners and ‘A’ boards and overhead signs. Christmas: 10 bays in the seasonal aisle are dedicated to Christmas related items, supported with header boards and shelf edge strips. Price Lock : The message, “Where prices go down and stay down” is displayed on overhead signs, shelf fins and tax discs. Big Rollback: Rollback prices are highlighted with tax discs around the store. 100’s Of Products Only 50p: Offers are highlighted with overhead signs and shelf fins. General Feel: The store was very festive with plenty of Christmas decorations. Quiet at the time of visit with plenty of staff filling shelves. Key Deals: Selected Veg: £1 Mr Muscle Cleaning Products: ½ price Dove Anti-Perspirant: £1.50 Pot Noodle: 50p Heinz Baked Beanz: 50p Selected Wines: £4 Tiptree – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : Christmas: The seasonal aisle has 10 bays and 2 aisle ends dedicated to Christmas products supported with large overhead signs, bus stops, shelf edge strips and Christmas decorations. Pick Of The Shop : Offers including ½ price deals and items for £1 are supported with overhead signs and snow ploughs. Pick Of The Street : Various offers on fruit and veg are supported by overhead signs. Pay Day Bonus : The Pay Day Bonus continues to be promoted with overhead signs at the checkouts reminding customers to collect their coupons. A large overhead sign has the message “Big Christmas Bonus – Don’t Forget To Collect Your Coupon Today!” General Feel: A festive store with plenty of Christmas related decorations and offers. The store was quiet at the time of visit. Key Deals: Heinz Soup: 89p or 3 for £2 Pringles: £1.24 Cushelle Toilet Tissue 9 Pack: £3.50 Satsumas: £1 Surf Washing Liquid: £3 Schweppes Drinks: BOG2F Haagen Dazs Ice Cream: ½ price Witham – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Christmas: The seasonal aisle has 5 bays dedicated to Christmas related items with additional gondola ends and product at checkouts supported with overhead signs, bus stops, barkers and hanging Christmas decorations. My Waitrose Loyalty Card: The message “You pay 10% less on 100’s of products” is advertised on wobblers, bus stops and barkers throughout the store. Brand Price Match: Green barkers, bus stops and large hanging signs state that Tesco’s prices are matched on branded groceries, excluding promotions. General Feel: A clean and well laid out store with plenty of staff available to assist customers. Key Deals: Champagne & Cava: ½ price Selected Wines: Save 1/3 and save 5% when you buy a case Selected Christmas Gifts: 3 for 2 Men’s Toiletries: 3 for 2 Whisky: 20% off Easy To Cook Meals: 3 for £10 Epsom – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes: Christmas: 7 bays together with shippers in the seasonal aisle are dedicated to Christmas confectionery and gifts. Festive displays are sited throughout the store with high signs on entry and above the checkouts. General Feel: A spacious store with a very festive feel. The shelves were well stocked and plenty of staff were on the shop floor. Key Deals: Italian Meals: 3 for £6 Chocolate Chunk Cookies: ½ price Louis Chaurey Champagne: ½ price Meat / Fish / Poultry: 3 for £10 Meal For Two – 1 Main & 2 Sides: £6 Chilled & Frozen Party Food: 3 for 2 Colchester – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Christmas: 9 bays are dedicated to Christmas related products with shelf edge strips highlighting these. Amazing Seasonal Deals In Store Today: Overhead signs and window stickers highlight throughout the store promote this message. Sourced Locally Is Miles Better: Overhead signs and tax discs promote products that have travelled fewer miles. How Did We Do?: An ‘A’ board outside the store together with posters inside promote the 2 minute survey handed to customers at the checkout. Saver Stamps : Saver stamps are available when your shop is over £5 and enable you to save 80% on cookery books. This offer is highlighted with FSDU’s, tax discs, hanging signs and posters. General Feel: The store was well stocked and tidy with only a small number of Christmas decorations. Key Deals: Muller Corners 6 Pack: ½ price Milk 4 Pints: 2 for £2.60 Cathedral City Cheddar: ½ price Thin And Crispy Pizza: ½ price Petit Filous 6 Pack: £1 Bertolli Spread: 2 for £3 Meresea – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Christmas Altogether At ALDI: This is the main theme within ALDI highlighted with overhead signs throughout the store. Gift ideas are displayed in the central aisle. Spend A Little Live A Lot: This is the key message on ALDI’s advertising. General Feel: Simple layout with bulk stock displays and floor stacks. Window posters and overhead signs advertise various offers and products. Key Deals: Selected Wines: £4.99 Selected Fruit & Veg: 89p Scottish Chicken Thighs: £1.49 Scottish Recipe Lorne Sausages: 59p Italian Pizzas: £2.99 Selected Ready Meals: £3.49 Walton Upon Thames – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : Christmas: 7 bays dedicated to confectionery and wrapping paper. General Feel: The store has a number of low hanging overhead signs highlighting various offers together with floor stacks close to the checkouts. Offers were also advertised with window posters and shelf space had been given over to additional floor stacks. Staff were on hand to assist customers. Key Deals: Perlenbacher Premium Pils: £6.99 7 Up / Pepsi Max / Diet Pepsi / Pepsi 2 Litre: BOGOF Nescafe Original Instant Coffee 200g+100g Extra Free: £5 Floralys Toilet Tissue 24 Pack: £5.29 Goodfella’s Deep Pan Pizza: BOGOF Rioja DOCa Reserva: £5.99 Huddersfield – Wednesday 13 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : Christmas: The seasonal aisle has 33 bays of themed confectionery and Christmas gift sets, promoted with overhead signs and bus stops. Mobile By Sainsbury’s: The Sainsbury’s Pay As You Go network is promoted with leaflets at every checkout. Brand Match : The slogan ”The deals you get at Tesco and ASDA without going to Tesco and ASDA” is visible on signs throughout the store and car park. Great Offers: Different offers are promoted throughout the store with these signs. General Feel: Christmas is the main theme with decorations highly visible on entry to the store. The store was clean and tidy. Sainsbury’s mobile and finance deals were promoted at every checkout. Plenty of staff were available to assist customers. Key Deals: Quality Street / Celebrations Tubs: £5 Schloer 750ml: BOGOF Selected Wines: Save 25% Selected Hair Care Products: 3 for 2 Boxed Christmas Cards: Save 1/3 Meat / Fish / Poultry: 3 for £10 Selected Beer & Cider Packs: 2 for £18 Huddersfield – Wednesday 20 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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