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 30 th March 2014

2. Key Customer Themes : Easter: 10 bays in the seasonal aisle dedicated to Easter eggs and bunnies. Supported by shelf edge strips and shelf fins. There are also several FSDU’s around the store with Easter items on them. Mother's Day : There are 12 bays in the seasonal aisle dedicated to Mother’s Day gifts. Supported by shelf fins, shelf edge strips and header boards. There are also several FSDU's full of cards and lots of flower arrangements at the front of the store. Clubcard Fuel Save : Continues to be heavily supported inside and outside the store. With car park shrouds, a boards, window posters, bunting, security shrouds, bunting, balloons and overhead signs. NEW Mother And Baby Event: Mother and baby supermarket are running for four years. There were 12 bays dedicated to mother and baby related items. Supported by overhead signs, header boards, shelf edge strips and bus stops. General Feel: The store was busy at time of visit. It was well stocked, clean and tidy. Key Deals: 4 Pint Milk: £1 Activia Yogurt 8pk: 2 for £4 Clover Spread: ½ price Cathedral Mature Cheddar: ½ price Flash All Purpose Cleaner: ½ price Broccoli: ½ price Savoy Cabbage: ½ price Hythe Colchester – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Easter : There are several aisle ends which are dedicated to chocolate eggs and bunnies. There are also some stacks and FSDU’s which are highlighted by shelf barkers. Clubcard Fuel Save : Continues heavily supported by security shrouds, balloons, till point, POS and bunting. NEW Mother's Day : There is a shipper displaying cards and flowers in the corner at the front of the store. Special Offers : There are aisle end and ladder racks with various offers. Supported by header boards and shelf barkers. General Feel : The store had plenty of staff filling shelves. It was clean and tidy with lots of POS supporting fuel save. Key Deals: Selected Wine: 10% off 4 Pint Milk: £1 Costa Fresh Coffee: £2 Heinz Soup: 4 for £3 Sensations Crisps: ½ price Wotsits 6pk: £1 Hovis: 2 For £2.50 Hythe Colchester – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Deals: Takeaway Meal Deal: £6 Lenor Fabric Conditioner: £2 Doritos Tangy Cheese / Cool Original: 2 for £4 Heinz Classic Soup: 4 for £2 Carling Beer 20pk: £12 Asda Fruit Juice 1L: 5 for £4 Casa Luis Rose: £3.50 Asda Cava Rosado: £5 Meat / Poultry / Fish: 2 for £7 or £3 for £10 Key Customer Themes : Price Lock : Where prices go down and stay down. Seen advertised mainly in the central aisle area attached to various cupboard filler offers. ASDA Price Guarantee : Continuing theme prompting “you'll be 10% better off”. Hugely advertised above the checkouts. Easter : Theme continues with 4 bays of Easter confectionary bordered with high signs, bus stops and barkers. Ladder racks, checkouts and various shippers are also sited throughout the store supports the seasonal items. Mother's Day : Theme continues in store with 1 bay and numerous card shippers which are seen in the first aisle. Bordered with overhead signs, barkers and bus stops. Click And Collect : Looking for an easier way to shop? Signage located every till point and store entry and exit. General Feel: Shelves are stacked fully. Plenty of staff on hand to help customers. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Huddersfield – Wednesday 26 th March

5. Key Customer Themes : Easter : Theme remains with seasonal confectionery seen on 4 bays highlighted with high signs and bus stops, plus checkouts and shippers. Pay Back Bonus : “Save £10 on your 4th shop when you spend £40 or more each week for 4 weeks in store & online and save 10p off every litre of fuel” slogan is seen advertised on large signs over the checkouts. Pick Of Market Street : Theme still presents in store with signs used to promote the best offers in store which is especially concentrated down the central aisle. Mother’s Day : 4 bays of associated gifts and confectionary are bordered with high signs and bus stops. Additional card shippers are also seen. General Feel: Tidy store with fully stocked shelves. The promotional areas seemed to have a lot of concentrated high signage. Plenty of staff on hand to assist. Key Deals: Selected Beers / Lagers: 2 for £14 Selected Meat / Poultry / Fish: 3 for £10 Ben & Jerry's Greek Style Frozen Yogurt: ½ price Wall’s Cornetto 4pk: 99p Persil Small & Mighty 40pk: £6 Walkers Crisps 6pk: 2 for £3 Pepsi Cola: ½ price Bailey’s Orange Truffle / Irish Cream 1L: £13 Huddersfield – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Easter: 13 bays of children's toys and confectionary are bordered with high signs and bus stops. Additional shippers are also seen around the store. Mother’s Day : The theme is displayed across 12 bays with associated gifts, cards and confectionary. Highlighted with high signs and bus stops. Great Offers : Main signs used throughout the store to highlight various offers. Brand Match : “The deals you get at Tesco's and ASDA without going to Tesco's and Asda” signs are seen throughout the store and car park. General Feel: The store is clear and tidy. Spacious on entry with well stocked shelves though the seasonal aisle still being stocked on visit. Key Deals: Persil Small & Mighty: £4 Walkers Crisps 6pk: 2 for £2 Coco-Cola 1.75L: 2 for £2 Lucozade: £1 Beers / Lagers / Ciders: 2 for £19 Wolf Blass Red Label Shiraz Cabernet: Save 25% Whiskas Standard Pouches 12pk: 2 for £6 Sainsbury's Easter Egg: £1 Huddersfield – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Great Offers : Main signs are used throughout the store to highlight offers. Easter : Related confectionary is seen on shippers and stacks throughout the store. Active Kids Vouchers : The theme remains in store and is advertised on wobblers and high signs. Mother's Day : A shipper of associated cards is seen at the front of store as well as a gondola end displaying related gifts. General Feel : The store is tidy and clean. Easter and Mother's Day are the most prominent themes in store. Key Deals: Walkers Crisps 6pk : 2 For £3 Kenco Millicano Coffee / Sainsbury's Ground Coffee: Save 1/3 Kellogg’s Coco Pops / Cornflakes: £1.50 McVites Hobnobs: £1 Yorkshire Teabags 80pk: £2 Cadbury's Chocolate Fingers: £1 Milk 4pt: £1 Mondelli Wines: Save 1/3 Wallington – Wednesday 19 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Easter: The seasonal aisle has 10 bays dedicated to Easter eggs and chocolate bunnies. There is also a ladder rack dedicated to Easter gifts. Supported by header boards shelf edge strips and shelf fins. Mother's Day : This theme has a display of gifts on entry to the store and an aisle end. Supported by header boards, shelf fins and shelf edge strips. There is also an aisle end with a Mother’s Day meal deal 1/3 off lunch. Offers : Continue on aisle ends. Highlighted by header boards. Brand Price Match : Continues in store highlighted by overhead signs. General Feel: The store was quite busy at time of visit however was still clean and tidy. Some shelves needed filling. Key Deals: Magnum Ice Cream: ½ price Waitrose Ready Meals: 3 For £6 Selected Australian Wine And Fizz: 25% Off Doritos: BOGOF Waitrose Branded Pet Food: 25% Off Thirst Pockets: £1.19 Clochester – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Easter : Continued support for this theme with 3 bays and various shippers of seasonal confectionary seen around store. Mother's Day : Huge event in store with a large display of associated gifts seen on entry in addition to another display of flowers at the front of the store. Further signs were seen all around advertising the Mother's Day roast deal. General feel: Spacious store with shelves well stocked. Plenty of staff seen busy filling up and helping customers. Key Deals: Mother's Day Family Roast: £20 Fish / Meat / Poultry: 3 For £10 Selected Deli Items: 3 For £6 Selected Vegetables: 2 For £3 Hot Cross Buns: 2 For £2.50 Selected Easter Confectionary : 3 For 2 Selected Flowers: Various Offers Selected Wines: Save 1/3 Brooklands – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : Easter: There are 6 bays dedicated to several stacks of Easter eggs which are supported by shelf fins. A Great Deal Locally: Continued theme in store highlighted by header board shelf edge strips and dump bins. Mother's Day : There is an aisle dedicated to Mother’s Day gifts which are supported by a header board. There is also an FSDU dedicated to Mother’s Day cards at the front of the store. Collect And Save : Continues its second week. It is highlighted by an ‘A’ stand on the entry to the store and leaflets at the till point. Sourced Locally : Theme continues in store with overhead signs inside and stickers on trollies parked outside. How Did We Do? : Survey continues in store. Supported by leaflets at the till point and an ‘A’ board. General Feel: The store was undergoing some refurbishment. Shelves were mostly well stocked. The store was clean and tidy. Key Deals: Plenty Kitchen Towel 8pk: £4 Velvet Toilet Rolls 16pk: £5 Coca Cola 6pk: BOGOF Pilgrims Choice Cheddar Cheese 500g: £3 Boneless Loin Joint: £5.69 per ½kg Tropicana Juice: £2 Essex – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : Easter : This theme has 3 bays dedicated to Easter eggs and chocolate bunnies. There are several stacks of eggs and bunnies at the front of the store. Each till point is also filled with Easter chocolates. The theme is supported by overhead signs and shelf fins around the store. Mother’s Day : There are various Mother’s Day related gifts that went on sale on Sunday 16th March 2014. This theme is highlighted by a hanging board and window poster. Smart Swaps. Change For Life: Continues to be advertised in store. How Much Could You Swap & Save : Aldi special 6 fresh offers at 69p. Highlighted on the end of the fruit and veg aisle by a header board. Spend A Little. Live A Lot : Theme reoccurs with main phrase seen on Aldi advertising. General Feel: The store was well stocked but untidy. Easter was highlighted around the store with pretty pastel POS. Key Deals: Prosecco: £7.99 Stone Baked Frozen Pizza: £1 Oranges / Pears / Apples / Asparagus / Mushrooms / Baby Potatoes: 69p Fresh Soup: 89p Sunflower Spread: 69p Milk 6pt: £1.42 Cheddar Cheese 500g: £2 London – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Easter : 3 bays and several shippers of themed confectionary and gifts are displayed throughout the store. Spring Series: A section within the centre of the store is dedicated to outdoor items associated with outdoor activities and gardening. Like Meat. Love Lidl : Signs seen over the fresh meat department. Market Fresh Quality : Highly advertised on entry and around the fresh fruit and veg department. Healthier snack choices are advertised at the checkouts. Mother's Day : A card shipper is seen on entry and a display of flowers. Half Price Weekend Offers 29th-30th March: The theme is advertised on posters and leaflets highlighting the half price offer. General Feel: Numerous bulk stacks seen in the centre and front of the store. Staff are helpful with customers. Key Deals: Compost / Bark Essentials: £1.99/ £1.49 Formil Washing Powder: £6.19 Oaklands Pears: 69p Oaklands Parsnips: 50p Utterly Butterly: 99p Strathvale Fajita Beef Strips: £4.99 Selected Plants: Various offers Selected Flowers: Various Offers Streatham – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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