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 22nd June 2014

2. Key Customer Themes : New: The Lifestyle Food Fair: The seasonal aisle in the food department has 8 bays dedicated to this event which runs from 2nd June to 31st August. This is supported by overhead sign, bus stops, floor stickers and shelf edge strips. Come On England : This slogan is on all POS supporting England at the World Cup. There are hanging signs, security shrouds, header boards, shelf fins and bunting. Tesco Price Promise: This theme continues in store. Supported by window stickers and snow ploughs. Prices Down And Staying Down : This theme continues to be highlighted in store supported by overhead signs, shelf fibs and floor stickers. Fuel Save Continues In Store: This is supported by overhead signs. Dobbies Garden Centres Brightens Your Day : The slogan is on the POS supporting the outdoor seasonal aisle in the Homeware aisle. Summer Theme : There are 8 bays dedicated to luggage. General Feel: The store was very festive with lots of flags supporting the World Cup. The store was clean tidy and well stocked. Key Deals: Walkers Crisps X26 pk: ½ price Dr Oetker Pizza: ½ price Anchor Cheddar Cheese: ½ price Pepsi 6 pk: ½ price Selected Beer, Cider & Lager: 3 For £24 Muller Corner Yogurt: ½ price Highwoods Colchester - Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Come On England: Bunting, flags, overhead signs, bus stops & barkers are seen highly concentrated around the entrance & checkouts. There is a shipper of associated accessories. Clubcard Fuel Save Every Shop Counts Save Up To 20p A Litre: Seen on various displays around the store. Tesco Bank - Our New Current Account - Win When You Spend - Win When You Don't: This sign seen in the window. The Big Tesco Match & Win: 20 Kia Rio cars & 20 Rio holidays to be won, plus millions of other prizes when you spend £10 or more. The sign is sited in the window promoting the competition. Top-Up & Score Every Time With Vodafone Pay As You Go: There is a sign displayed in the window. General Feel: Football is still the main theme in store with extra POS displayed to support the promotions. The Shelves are stocked reasonably well, with plenty of staff on hand. Key Deals: Lunch Meal Deal: £3 Sensations Crisps: £1.20 Selected Wines: ½ price Pepsi Cola 6pk: ½ price Vittel Mineral Water: 2 For £1 Pringles: £1.30 Strongbow Cider 15pk /Heineken 12pk: £10 Stella Artois 15pk: £8 San Miguel 12pk: £9 Epsom – Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : World Cup Football: This theme is supported by lots of bunting and overhead signs positioned around the store. There are also lots of Beers, Wines and Spirits offers. I'm Cheaper: This theme continues in store, supported by overhead and hanging signs around the store. Pick Of The Shop : This theme continues in store highlighting aisle end offers, which are supported by overhead signs. Pay Back Bonus: Remains in store supported by overhead signs at the till points. Morrison's Miles: Continues to be supported in store with standees, security shrouds and overhead signs. Summer Shop: The seasonal aisle is dedicated to all things summer. Supported by header boards and bus stops. General Feel: The store was clean, tidy and well stocked. The lager shelves are stacked very high and the pallets are full with stock. Key Deals: Stella Artois: 2 For £16 Crunchy Nut Cereal: £2 Hot Dogs: ½ price Sensations Crisps: ½ price Cathedral City Cheddar: ½ price Anchor Spreadable: £2 Ipswich – Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Deals: Key Customer Themes : New: Chill Out - You'll Be 10% Better Off At Asda: High signs seen over the checkouts. Love The Game: Football theme with impactful overhead signs seen on entry and in the central aisle, with additional bunting on all the GE's. There are 13 bays and stacks of football accessories, snacks and drinks highlighted with bus stops and barkers. Let's Garden: 13 bays, 2 GE's and FOS displays seen immediately on entry. There are numerous overhead signs, bus stops and barkers bordering the event. Outdoor Living: This theme is running along side Let's Garden, covering a further 13 bays and 2 GE's. Ramadan Mubarak: High signs & bus stops are present in the world food aisle to promote the event. Baby & Toddler event: Extra signs & bunting are seen in the department highlighting the selected offers. General Feel : This is a busy store with several advertising displays being promoted at the same time. The Shelves were full and there was plenty of staff on hand. The Most prominent features in this store were Let's Garden & the Football event. Doritos: £1 Coca Cola 4pk: £4 Asda Angels Nappies: 2 For £10 Cadburys /Nestle Chocolate 4pk: £1 Persil / Lenor / Bold Laundry: 3 For £10 Belvita: £1 Meat / Fish / Poultry: 3 For £10 Andrex Toilet Tissue 18pk: £8 info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Clapham Junction – Wednesday 18 th June

6. Key Customer Themes : NEW: Sainsbury's Bank - New Credit Card Range: This was seen highly advertised over the checkouts. New Season: Signs & bunting were seen in the fruit & veg dept. Brand Match Is Changing: Now you need 10 different items to qualify, including at least one comparable branded product. This was highlighted on blue bus stops around the store. Football - Come Together For England: This is a huge promotion in store, seen immediately on entry with bunting, flags, floor stands & high signs. This is especially concentrated around the entrance and the central aisle. There was also a GE of football accessories which was bordered with themed signage. General Feel: The Football promotion very apparent, followed by the summer seasonal range. The store was clean and tidy with well stocked shelves. There were extra offers seen on snacking items and alcohol. Key Deals: Doritos: BOGOF Goodfellows Pizza / McCain Wedges: £1.50 Nivea for Men Moisturiser / Balm: £4 Pizza Meal Deal: £5 Selected Wines: 25% off Nestle / Cadburys chocolate multi pks / bars: £1 Sprite / Fanta / Coca Cola: 3 for £3 Robinsons Squash: £1 Wimbledon- Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Come together for England: This slogan is on POS supporting the World Cup. There are A boards and window stickers. There are various BWS on offer for the World Cup celebrations. Try The Buy Sainsbury's Range : This is supported by a window poster. We've Lowered Our Prices Without Changing Our Values: This is supported by an A board and shelf fins. Summer Theme : There is an aisle end dedicated to picnic and barbecue items. This was supported by header board, shelf edge strips and shelf fins. Great Offers: There were lots of aisle end offers, supported by header boards. General Feel: The store was being restocked at time of visit. There were several empty shelves. Key Deals: Budweiser / Strongbow 10 pk – 2 for £15 Wine Torres Vina Sol:£5.25 Yorkshire tea bags 80 pk: £2 Sainsbury’s Kitchen towels: £1.50 Pizza by Sainsbury’s: 2 for £3 Sliced bread: 90p Chocolate digestive biscuits: £1 Wimbledon – Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : NEW: Win England Cricket Tickets With Waitrose : Promoted on the Food to Go offers. NEW: Exclusive My Waitrose Benefit: Receive money off your shopping when you buy selected newspapers. NEW: Petrol Offer: Spend £50 this week at Waitrose & get 5p off per litre at Shell. Summer of Sport: There are 4 bays of seasonal items. Bordered with high signs and bus stops. Kick Off The Summer: Football theme used with several captions on signs promoting various offers throughout the store. Four bays of snack items seen on entry. Baby & Toddler Event: Highlighted with bus stops in the department with an additional Gondola End seen supporting offers. General Feel: The store was clean and well laid out. The Shelves were stacked neatly. There were plenty of staff working on the shop floor to assist the customers. There were also additional displays of Summer & Football, which were sited and seen as the key theme within store. Key Deals: Selected Wines : Save 1/3 & Save 5% When You Buy A Case Pombear / Sunbites / Hula Hoops Crisps Multi Pks: £1 Pringles / Tyrells Crisps: BOGOF Coca Cola 6pk: BOGOF Doritos / Dips: BOGOF Selected Beers 4pk / 6pk: 2 For £8 Robinsons Squash: £1 Chiller Snacks & Selected Snacks: Save 25% Hersham – Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : Picnic & Barbecue: charcoal / disposable & non-disposable picnic cutlery / disposable bbq / bbq, equipment seen on 2 bays. World Cup: There were Several inflatable footballs hanging throughout the store from the ceiling. It's Summertime - Enjoy The Pick Of Our Fruit: There was signage positioned on the main aisle advertising the seasonal ranges. Deliciously Warming Soups- Hearty And Wholesome: This was a high sign positioned in the main aisle. A Good Deal For You : This slogan was seen on various signs throughout the store promoting a range of offers. The Cooperative - Good With Food: The signage was sited mainly on signs around the checkouts. Fair-trade: This is highly promoted throughout the store with adverts on the pillars. General Feel: The main theme appeared to be the world cup & the summer seasonal displays. The shelves were stocked reasonably well, with plenty of helpful staff on hand. Key Deals: Carling Lager / Strongbow Cider 18pk: £12 Pepsi Cola 6pk: £2 Coca Cola 10pk: £3.50 Melamine Dinner Plate / Side Plate / Bowl / Mug: 3 For £5 Co-operative Indian / Chinese Ready Meals: 2 For £6 Walkers Crisps Selected: 2 For £1 Doritos / Dips: BOGOF Muriel Rioja Reserva: £6.66 Epsom - Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes: Seasonal Gardening: 4 bays and a large display are positioned at the front of store containing cut & potted plants / flowers. Summer Of Flavour: 3 large displays are positioned at the front and rear of the store promoting dressings & marinades / beer & wines / meat / crisps & nuts. There is also additional signs seen on GE's advertising the event. Summer Of Football: Signage on GE's in the chilled section. M&S Bank: Introducing the new M&S Current Account: Signs & leaflets are sited on every checkout. General Feel: The store is well maintained. The main theme throughout the store appeared to be the summer theme. There were plenty of staff on hand to assist customers. Key Deals: Salad Meal Deal For Two: Mix & Match For £6 Fresh Pizza & Snacking: 3 For £10 Beers / Ciders Single Bottles: 3 For £6 / 6 For £10 Selected Dressings & Marinades: 2 For £3 Selected Wines: Buy 6 Save 25% Grill Items: 3 For £10 Italian Ready Meals: 3 For £7 Fruit Juice (Not From Concentrate): 3 For £5 Epsom – Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : New: Grocer Of The Year Award 2014: This is the second year running Aldi has won the best supermarket of the year. This is supported by large window posters. Special Buys: There are lots of dump bins with reduced items. This is supported by header boards. Aldi Super 6 - Fresh Offers And Meat Offers: This is supported by header boards, floor stickers and overhead signs. Bring on Brazil: You win everyday with our low prices. This theme is supported by header boards, small window posters and overhead signs. Swap And Save: This theme continues throughout the store and is supported by lots of overhead signs. General Feel: There is lots of summer bedding plants outside and inside the store ready for summer planting. The store was well stocked but not so tidy. It looks like they are extending the store, as the wall between sales floor and stock room has been knocked down and there were builders at work. Key Deals: Cheddar Cheese 500g: £1.75 Coca Cola 6 pk: £1.98 Free Range Eggs 6 pk: 99p Bag Of Carrots: 49p White Bread Sliced Thick: 79p Carlsberg Export 12 pk: £6.39 London Road – Colchester Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Everything For Your Team: World cup related items. This is supported by dump bins and header posters. There are also pallets of lager at front of the store near till points. New Ideas: Great ideas start at Lidl with fantastic new product ranges in store every week. This is supported by dump bins with new ideas POS on them. The Flower Market: There were various plants and flowers situated at the front of the store. This was supported by overhead signs and header boards. 30% Off Meat Fish And Poultry: This offer was supported by outside banner, overhead signs and posters. We Love British: This slogan was sited on various POS around the store. General Feel: This store reopened today after a full refurbishment of the store and car park. There was a Lidl air balloon floating above the store and lots of yellow balloons in the car park. The store now has a new patisserie department and flower section. The pale blue fascia's and new POS looked more up market than the previous POS. The store was well stocked, tidy and all of the tills were open. Key Deals: American ½ Price Weekend 21st And 22nd June Popcorn: ½ Price BBQ Pulled Pork: ½ Price Hamburger Relish: ½ Price Cucumber Whole: 29p Mixed Peppers 3pk: 89p Tuna By John West 4pk: £3.74 Ipswich – Wednesday 18 th June info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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