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 20 th April 2014

2. Key Customer Themes : Easter: 15 bays of confectionary seen in the seasonal aisle. Highlighted with high signs, bus stops, barkers & shippers and sited in various places. Love Your Garden: FOS stacks consisting of outdoor items at various offers. £5 Off Your Next £40 Shop When You Spend £20 Or More In Store: Supported by overhead signs in centre of the store. F&F Clothing: £5 off when you spend £25 or more / £10 off when you spend £50 or more in store seen advertised in the clothing dept. Clubcard Fuel Save: Advertised on the security shrouds, entrance display and high signs along the FOS. Spring Deals: 12 bays of cleaning products, cupboard fillers and beers & spirits on various offers. Highlighted with overhead signs, bus stops and barkers. General feel: The store was very clear and tidy and the shelves were stocked reasonable well. Plenty of staff seen around helping customers. Key Deals: Easter Eggs: 3 for £10 Selected Cleaning Products: ½ price Beers / Lagers / Ciders: 2 for £20 Selected Wines: ½ price Walkers Crisps 6pk: 2 for £2 Coca Cola 1.75L: 2 for £2 Meat / Poultry / Fish: 2 for £7 / 3 for £10 Sutton – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Fuel Save: Theme remains in store and is supported by bunting and till point POS. Easter: Happy Easter is the displayed on header boards highlighting Easter related items. There are several aisle ends and stacks dedicated to Easter eggs, chocolates and bunnies. Selected Items / Special Offers: Several aisle ends and ladder racks dedicated to various offers. Supported by header boards and shelf edge strips. General Feel: The store was clean, tidy and well stocked. It was quite busy with plenty of offers and a good selection of Easter eggs. Key Deals: Corona Lager 6pk: 2 for £8 Kettle Chips: ½ price Robinsons Squash: ½ price Pringles: ½ price Hovis Bread: 2 for £2.50 Wine And champagne: 10% off 3 bottles or more Fox's Biscuits: BOGOF Colchester – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Deals: Persil Caps 35pk: £6 Hula Hoops 7pk: £1 Broccoli: 50p Hovis Wholemeal Bread: £1 Lamb: £4 per kg Nobilo Sauvignon Blanc: 2 bottles for £10 Heinz Baked Beans 4pk: £2 Velvet Toilet Tissue 16pk: £5 Key Customer Themes : Price Lock: Continues to be the main theme throughout the store. Supported by hanging signs, shelf fins and header boards. 10% Cheaper Guarantee: Theme continues in store. Supported by overhead signs at checkouts. Easter: 8 bays dedicated to Easter in the Seasonal Aisle. Also an additional 4 bays, upon entry to the store, dedicated to Easter eggs. Supported by header boards, shelf fins and shelf edge strips. Rollback: Evident in store with just a few tax discs highlighting this theme. General feel: There were lots of staff filling up as there were several empty shelves in store. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Tiptree – Wednesday 16 th April

5. Key Customer Themes : Easter: Half Price or Better For Easter is the slogan on POS highlighting Easter offers. There are 6 bays, aisle ends and FSDUs devoted to Easter eggs and bunnies. Supported by bus stops, header boards, shelf edge strips, standees and over head signs. Pick Of The Shop: Is the slogan displayed on selected aisle end offers. Supported by snow ploughs and header boards. Great Offers: Snow ploughs highlight numerous aisle end offers. Save £10 Easter Bonus: Supported by hanging and overhead signs at till points and in the centre of the store. General Feel: The store was well stocked, clean and tidy. There were lots of good Easter offers around the store. Key Deals: Various Chocolate Biscuits: ½ price Covent Garden Soups: ½ price Broccoli: 49p Beef Joints: ½ price Leg Of Lamb: £3.99 per kg Various Fruit And Veg: 3 for £1.50 Soft & Gentle Antiperspirant: £1 Witham – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Easter: Highly advertised with over head signs at the front of store. 7 bays & 2 EPU's display children's toys and confectionary. These are bordered with barkers & bus stops. Additional stacks and shippers seen around the store. Garden Essentials: Seasonal outdoor products seen on 9 bays and a stack sited at the back of store. Overhead signs, bus stops and barkers are used to promote. Sainsbury's Brand Match: The deals you get at Tesco's and Asda without going to Tesco's and Asda. Seen on signs throughout the store and car park. Great Offers: Main signs used throughout the store to highlight offers. General Feel: Tidy and clear store. Spacious on entry with well stocked seasonal areas. Plenty of helpful staff available. Easter offers very prominent. Key Deals: Lindt Gold Chocolate Bunny: £3 Bedding Plants: 3 for 2 Indian Take Away Meal: 2 for £5 Family Meal Deal for 4: £6 Walkers Deep Ridged Crisps 6pk: £1 Selected DVD's: £5 Various Kellogg's Cereals: £2 Lenor / Fairy / Comfort Fabric Conditioner: £2 Morden – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Easter: Confectionary seen on 2 EPU's, stacks, the queuing system and various shippers. To highlight the event, posters, window stickers, overhead signs and bunting was placed in store. Great Offers: Main signs used throughout the store to highlight offers. General Feel: Tidy and clear store. Easter is very prominent. Staff seen working well assisting customers. Key Deals: McGuigan Estate Chardonnay / Shiraz: £5 Doritos: ½ price McVites Digestives / Jaffa cakes: 2 for £2 Coca Cola 1.75L: 2 for £2 Mini Egg Cake: £1.50 Sainsbury's Easter Eggs: 3 for £3 Kellogg's Special K Cereal: £2.50 Indian Meal For 2: £5 Balham – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Easter: There are 8 bays in the seasonal aisle dedicated to Easter related items, as well as 3 checkouts and a gondola end. There is also themed POS on display. Baby & Toddler Event: Bus stops are seen in the department highlighting offers. You Pay 10% Less Off 100's Of Products: My Waitrose Signage seen all around the store. 1000's Of Ways To Great Value: Seen on signs highlighting various offers throughout the store. Brand Price Match: Comparing their prices to Tesco's using green barkers, bus stops and hanging signs scattered around the store. General Feel: Clean store and well laid out. Shelves were stacked well and neatly. Plenty of staff working on shop floor to assist the customers. Key Deals: Walkers Crisps 6pk: Save 1/3 Household Products: 20% Off with My Waitrose Cadbury Dairy Milk 200g: 2 for £3 Quakers Oats: £2 Various Wines: 25% off Table Sauces & Dressings: 3 for 2 Selected McVities Biscuits: £1 Hersham – Wednesday 16th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Easter: A front of store display consisting of soft toys, books, canvas bags and confectionary was seen. Various shippers of seasonal confectionary are on display around the store. A further 5 bays of the Easter range was sited in a seasonal section. General Feel: Spacious store with shelves well stocked. Plenty of staff were busy filling up and helping customers. Easter was the main theme throughout the store. Key Deals: Chilled Soups: Buy 1 Get 1 Half Price Dine In For Two: £10 Take Away Meal for 2: £10 Various Meat / Fish / Poultry: 3 for £10 Selected Juices3 for £5 Hot Cross Buns: 2 for £2.50 M&S Bunny Easter Treats: 3 for 2 Cookies: 2 for £3 Selected Deli Items: 3 for £6 Merton – Wednesday 16th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : A Great Deal Locally: The slogan is seen on header boards on aisle ends, shelf edge strips and dump bins highlighting various offers. Sourced Locally: Theme remains in store supported by tax discs, shelf edge strips and header boards. Easter : 5 bays are dedicated to Easter eggs, supported by shelf fins and shelf edge strips. There are also aisle ends and FSDUs with chocolate eggs and bunnies. Collect And Save: Continues to be highlighted in store by several wall posters and an outside A board. Goodness Gang Friends: Customers collect 20 stickers and choose a soft toy for £2 (RRP £10). This theme is supported by standees, header boards, posters and A boards outside General Feel: This store is a bit worn and dated. It was fairly well stocked and tidy however not very busy. Key Deals: 4 Pint Milk: 3 for £3 Kelly's Ice Cream: ½ price Mccains Roasted Potatoes: ½ price Co Op Australian Fizz: £5.49 J20: BOGOF Chicago Town Takeaway Pizza: £3 Colchester – Wednesday 16th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : Easter: Home for Easter is the slogan on hanging signs and header boards highlighting Easter food, flowers and chocolate items. There are 4 bays dedicated to Easter eggs and bunnies, as well as stacks of chocolate eggs and bunnies around the store. Aldi Super 6 Fresh Offers On Meat And Veg: Continues to be promoted in store. Supported by header boards, shelf edge strips, floor stickers, window posters and hanging signs. Special Buys: Continue to be promoted in store with window posters and pamphlets. General feel: The store was busy, well stocked but untidy. Large amounts of POS advertising various Easter goodies. Key Deals: Carlos Takeaway Pizza: £1.79 Broccoli: 45p Leeks: 49p Small Cadbury Easter Eggs: 99p Easter Bunnies 125g: 75p Greek Style Split Pot Yoghurts 6pk: £1.79 Colchester – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Easter: 6 bays and 4 shippers of themed confectionary and gifts. Half Price Weekend Offers: Seen advertised on posters and leaflets highlighting offers. Spring Series: The centre sections of the store is dedicated to outdoor items associated with outdoor activity's and gardening. Like Meat, Love Lidl: Signs seen over the fresh meat dept. Market Fresh Quality: Highly advertised on entry and around the fresh fruit & veg dept. Healthier Snack Choices: Advertised at the checkouts. General Feel : Numerous bulk stacks seen in the centre and front of store. Staff helpful with customers. Spring and Easter are the main themes. Key Deals: Multi Purpose Compost / Bark Chips: £1.99 Birchwood Chicken Breast Fillets: £3.49 Strathvale Beef Roasting Joint: £7.99 Oaklands Cherry Tomatoes: 50p Courgettes: £1 Cimarosa Chardonnay Colombard: £3.99 Simply Sumptuous Special Muesli: £1.49 Nescafe Coffee: £3.49 Morden – Wednesday 16 th April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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