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. we 3 rd August 2014

2. Key Customer Themes : Fuel Save: This theme continues in store. It is supported outside by banners and A boards and inside with overhead signs and bus stops. There were also reminders not to let June fuel savings expire, encouraging customers to use them by the end of July. This caused a long queue into the petrol station. Club Card Boost: This is highlighted in store by overhead signs. School Shop: The seasonal aisle has 15 bays dedicated to school stationery etc. There is also a whole seasonal area dedicated to school uniforms. The theme is supported by overhead and hanging signs, header boards, bus stops and pallets of stock with wrap around signage. Tesco Price Promise: This theme continues in store. It is supported by header boards and bus stops. Tesco Bank: This theme continue to advertise the Tesco Bank new current account. It is supported by till point POS and overhead signs. Garden Clearance Sale: This theme continues with 5 bays dedicated to garden items. General Feel: The store was clean, tidy and well stocked. Key Deals: Ben And Jerry's: BOGOF Corn On The Cob: £1 Half Leg Lamb Joint: ½ Price Walkers Crisps 6pk: 4 For £4 Princess Tuna 4pk: £3.50 Covent Garden Soups: ½ Price Cathedral Extra Mature Cheddar: ½ Price Highwoods, Colchester – Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Summer BBQ: Seasonal items seen on the top shelf over 3 bays. Tesco Clubcard Fuel Save: The more you shop, the more you save, plus save up to 20p a litre with Clubcard. Signage is displayed throughout store, especially around the checkout areas. General Feel: The main theme was the Clubcard Fuel Save. Shelves were filled well and there was plenty of staff to assist. Key Deals: Lunch Meal Deal: £3 Vittel Water: 2 For £1 Zeo Soft Drink: £1.35 Tropicana Fruit Juice 1l: 2 For £3.50 Tesco Milk 4pt: £1 Selected Spirits : 4 For 3 Budweiser 15pk: £10 Tesco Finest Ready Meals: 2 For £6 Huddersfield – Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Deals: Stella Artois 18pk: £8 Fairy Platinum Dishwasher Tabs: £5 Anchor Spreadable Butter: £2 Dairylea Spreadable Cheese: £1 Oreo Biscuits: 50p Pet Food: 2 For £5 Key Customer Themes : NEW School Shop: The seasonal aisle was totally dedicated to school uniform and stationery items. Asda Mobile PAYG Network Now Using EE Network, The UK’s Largest 3G Network: This theme was heavily advertised at the till points and with posters around the store. Rollback: This theme continues in store, supported mainly by tax discs, floor stickers, overhead signs, header boards and shelf edge strips. Price Lock: Continues in store supported by overhead signs and shelf fins. Pet Event : There is a whole aisle dedicated to various pet food offers, supported by bunting, overhead signs and bus stops. Big Savings On Big Brands: This theme continues in store, highlighted by overhead and hanging signs. You'll Be 10% Better Off At Asda: This price guarantee is supported by overhead signs at till points. General Feel: The store was well stocked but quite untidy. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Ipswich – Wednesday 30 th July

5. Key Customer Themes : NEW School Shop: There are 15 bays dedicated to school shop, including stationery and school uniforms. This is supported by header boards, overhead signs and bus stops. Seasonal Aisle: 15 bays are dedicated to outdoor related items, supported by shelf fins header boards and shelf edge strips. £15 Summer Bonus - Spend £40, 4 Times And Get £15 Off Shop At End Of August : This theme is supported by overhead signs and standees. Pick Of The Shop: This theme continues in store supported by overhead signs. I'm Cheaper: This theme continues in store and is highlighted by overhead signs and tax discs. 250 Free Morrisons Miles Points: This theme continues in store and is supported by overhead signs and standees. General feel: The store was clean and tidy but lots of shelves needed filling. Key Deals: Oral B Toothpaste: ½ Price Robinsons Squash: ½ Price Twining Tea Bags 80pk: £2 Haagen Dazs: ½ Price Comfort 1.9L: ½ Price Cheerio’s: ½ Price Ipswich – Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : NEW Back To School: There were 7 bays containing school clothing, stationery, school bags, drink bottles and lunch boxes. Barbecue: There were 12 bays containing charcoal, disposable and non-disposable BBQs and other BBQ equipment. Sainsbury's Fuel - Save 10p Per Litre Of Fuel when you spend £60 or more in store: Signage was located in the entrance to the store. Sainsbury's Bank - New Credit Card Range: Signage was located by the checkouts. General Feel: This was a clean and tidy store. Key Deals: Back to School Stationery: 3 for 2 Pampers New Baby: 2 for £15 Nestle Shredded Wheat Bitesize / Original Shreddies: ½ Price Coca-Cola / Coca-Cola Diet / Coca-Cola Zero 12pk: £3.50 Sainsbury's Cherry Tomatoes / Nectarines / FairTrade Whole / Semi-Skimmed / Skimmed 4pt Milk: £1 Non-Disposable BBQ / Charcoal: Save 25% Huddersfield - Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Wine / Champagne / Sparkling / Fortified Wine - Buy 3 or More Save 10%': This was the only main signage seen in store. General Feel: This was a tidy store with well stocked shelves. Staff were also very helpful. Key Deals: Kellogg's Special K / Red Berries Cereal Bar / Milk Chocolate Chewy Delight Bars / Original Bars: £1 Whole / Semi-Skimmed / Skimmed 4pt milk: £1 Single Bottles of Beer and Cider: 3 for £5.50 M&M's Peanut / Maltesers Pouch: £1 Sainsbury's Sliced Bread Toastie / Fresher for Longer Wholemeal / White 800g: 85p Health Care / Beauty & Baby: 3 for 2 Budweiser 10pk / Carling 10pk: £8 Leeds - Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes Brand Price Match: Continues to be highlighted in store, by overhead signs. Summer Of Sport: The seasonal aisle is dedicated to various summer items including BBQ and picnic items. This is supported by header boards and bus stops. Health And Beauty Event: Various H&B offers with a display situated in the foyer and shelf fins in the aisle. Waitrose.com: Shop online at waitrose.com and let us deliver to your door. Supported by header boards and overhead signs.waitrose.com Offers: Aisle end offers continue in store, supported by aisle end header boards. General feel: The store was clean tidy and well stocked. Key Deals: Pet Food: 3 For £9 Andrex Toilet Tissue 9pk: £3.50 Davidstow Cheddar 700g: 1/3 Off Innocent Juice: Save 1/3 Waitrose Pure Range Of Toiletries: £1.99 Jumbo Prawns Save: 1/3 Off Ipswich – Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : NEW Women's Beachwear And Swimwear: 30% off Summer Of Flavour: 3 large displays positioned around store containing the best seasonal ingredients. These included fresh fruit / dessert sauces / meringue / casting sugar / tortilla crisps / alcoholic beverages / confectionary - chocolate, sweets and cakes. M&S Cardholders: Our best travel exchange rates reserved for M&S Cardholders. Signage seen on every checkout M&S Bank: Introducing the NEW M&S Current Account. Signage is positioned on every checkout. General Feel: Very tidy, well laid out store. Summer is the main theme in store. Shelves are stacked well and plenty of helpful staff were seen assisting customers. Key Deals: Fishcakes & Crispbakes: 2 For £3 Picnicware: 30% Off Tapas Meal Deal (4 Selected Tapas Items = Free Bottle Of Wine): £10 Ice Cream: Buy 1 Get ½ Price Wine / Champagne: Buy 6 Save 25% Tortillas: 2 For £1.50 Single Pot Desserts: 3 For £3 Fruit Juice Not From Concentrate: 3 For £5 - Mix & Match Selected Grill Items: 3 For £10 Leeds – Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : NEW Back To School: There were 10 bays of school accessories in store. How Much Could You Swap & Save / Swap & Save Up To 45%: Signage promoting this theme was seen throughout the store. General Feel: School supplies were the main theme seen on entry. Shelves were fully stocked and stacked well and there were plenty of staff assisting a busy store. Key Deals: Aldi Super 6 Fruit & Veg: 69p Newcastle Brown Bottled Ale: £1.25 Snackrite Tortilla Chips Nacho Cheese / Lightly Salted: 65p Harvest Morn Multigrain Cereal Hoops: £1.15 Coca-Cola / Coca-Cola Diet 6pk: £1.98 Carlo Stone Baked Pizza: 89p Orchard Fresh Golden Delicious / Granny Smith Apples 6 / 7 / 8pk: £1.29 Champion Chips: 89p Leeds - Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : NEW Summer Drinks Festival - Everything From Bottles Of Beer To Bubbly: This is the main theme in store with various offers on aisle ends and seasonal bays. It is supported by bunting, overhead signs and bus stops. Fair And Square Prices: This theme continues in store. It is supported by overhead signs, standees and shelf fins. Good With Food: This theme continues to be the slogan on POS highlighting offers around the store. There are dump bins, shelf edge strips and header boards. A Great Deal Locally: This theme also continues to be the slogan on POS highlighting offers around the store. There are dump bins, shelf edge strips and header boards. Sourced Locally: Locally sourced items highlighted by overhead signs and shelf edge strips. General Feel: There was a nice festive summer feeling in the store. This was created by lots of bunting and BWS offers around the store. Key Deals: Buy 4 Bottles Of Wine Or More And Save 15% Fosters Lager 4pk: £3.75 Carlsberg 18pk: £10 Strongbow Cider 10pk: £8 Finish Dish Washer Tabs: ½ Price Andrex Rolls 9pk: £3.50 Walkers 12pk: BOGOF Prettygate, Colchester - Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Car Care & Maintenance: There were 4 bays of car accessories in store. BBQ: There were 7 bays of BBQ equipment. The Flower Market: There were 3 bays containing cut and potted plants / flowers. Market Fresh Quality: Signage hung from the ceiling around the store and also in fresh produce areas. Healthy Checkouts: POS was located on the end of till points. General Feel: Bulk stacks were located around the store. Shelves were filled well but were quite cluttered, however there was plenty of staff to assist. Key Deals: Harbour Fresh Scottish Salmon Fillets: £2.69 Harbour Fresh Cod Fishcakes: £1.19 Mars / Snickers Ice Creams Bars 7pk: £1.99 Harvest Basket Croquettes Hash Browns: 69p Morning Fresh Whole / Semi-Skimmed Milk: 95p Nescafe Original Coffee: £3.79 Formil Washing Powder Azure Freshness: 2 for £14 Cushelle White Toilet Tissue 24pk: £7.49 Huddersfield - Wednesday 30 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

13. info@cosineuk.com 01844 296700 @CosineUK CosineUK.com Cosine Blog e-mail us call us follow us find out about us read a blog by us We are an award-winning field marketing agency with a proven track record of increasing our clients’ sales, retail presence and brand awareness, achieved through merchandising, auditing, mystery shopping and other field marketing services, with our outsourced sales teams trained specifically for every campaign.