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 1 st December 2013

2. Key Customer Themes : There Is Nothing Better Than Christmas: This slogan is visible on Christmas POS, security shrouds and overhead signs throughout the store. Ideal For Christmas: The seasonal aisle has 10 bays dedicated to Christmas related items with bus stops and shelf edge strips. 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 advertise this promotion. General Feel: The store was well stocked, clean and tidy although the Christmas decorations were disapppointing. Key Deals: Real Christmas Trees: £20 Cherry Tomatoes / Gala Apples / Potatoes: ½ price Pilgrim’s Choice Cheese: ½ price Pizza Express Pizzas: ½ price Ben & Jerry’s Ice Cream: ½ price King Prawns: 2 for £6 Bertolli Spread: 2 for £3 Wine & Champagne: 25% off 6 bottles or more Dunmow – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : NEW Big Brand Toy Sale: The toy department has been extended to promote this sale and additional floor stacks are placed at the front of the store. ASDA Price Guarantee: The guarantee, “10% cheaper of we’ll give you the difference” is advertised at every checkout. Christmas: 19 bays at the back of the store are dedicated to Christmas related items, supported with overhead signs, bus stops, floor strips and barkers. A further 26 bays of accessories and gifts are seen on entry to the store. Real and artificial Christmas trees are available in store. 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 beanies around the store. Saving You Money Everyday: This is the main message on the aisle end promotions. General Feel: The store had many shippers and floor stacks, together with large front of shop displays. Shelves were fairly well stocked with plenty of staff on hand. Key Deals: Kellogg’s Frosties: £2 Red Bull Original 6 Pack: £4 Meat / Poultry / Fish: 3 for £10 Bold Liquitabs 25 Pack: £4 Fosters Lager 20 Pack: £11 Coca Cola 2 Litres: 3 for £3 Roehampton – Wednesday 27 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 27 bays dedicated to Christmas products supported with high signs and bus stops. Great Value: Snow ploughs highlight deals sited at aisle ends. The Big One: This is the main message used on signs advertising various offers. 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 busy store with additional table displays, floor stacks and shippers. Shelves were well stocked and staff were on hand to assist customers. Key Deals: Wine / Sherry / Port: Buy 6 save 33% Morrisons Mixers 1 Litre: 2 for 90p Schweppes Mixers 1 Litre: 2 for £2 Selected Beers & Ciders: 2 for £16 Coca Cola 8 Pack: BOGOF Cadbury’s Selection Box: BOG2F Robinson’s Fruit & Barley 1 Litre: £1 Sutton – Wednesday 27 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 items placed at gondola ends and the checkouts, all 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. 1000’s Of Ways To Great Value: Signs highlight various offers throughout the store. General Feel: Shelves were well stocked in this clean and well laid out store, with plenty of staff available to assist customers. Key Deals: Chilled Party Food: 3 for 2 Seriously Waitrose Range: 1/3 off Selected Wines: Save 1/3 and save a further 5% when you buy a case Christmas Card Packs: 3 for 2 Selected Biscuits: 2 for £2 Pre-packed Apples / Oranges: 2 for £3 Hersham – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes: Christmas: 9 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 and well stocked store with plenty of staff on the shop floor. Key Deals: Dine In For Two: £10 Meat / Fish / Poultry: 3 for £10 Seasonal Chocolate: 3 for £6 Party Food: 3 for 2 Oudinot Champagne: £20 Selected Deli Items: 3 for £6 Brooklands – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Christmas: 2 central aisles together with 20 bays in the seasonal aisle are dedicated to Christmas products. A further 20 bays are dedicated to Christmas chocolate, supported with overhead and directional signs, bus stops and shelf edge strips. Christmas With Love: Overhead signs, security shrouds and bus stops carry this message. Sainsbury’s Bank: Standard loans are advertised at 6.9% APR with the message that Sainsbury’s is the best personal loan provider of 2013. 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. Great Offers: Different offers including ½ price, £1 and 1/3 off are promoted throughout the store with this message. General Feel: The store was clean and tidy and had a very festive feel with plenty of Christmas POS. Key Deals: Walkers Crisps: £3 Heinz Baked Beanz Fridge Packs: 4 for £2 Selected Wines: 1/3 off Prosecco: 25% off Pringles: 2 for £3 Fairy Liquitabs: £7 Pizza Express Pizzas: £3 Stanway – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Christmas: Christmas POS is sited around the store together with bunting, overhead signs header boards and shelf edge strips. Christmas products are located in various floor stacks and FSDU’s with 14 bays also dedicated to Christmas products. Amazing Seasonal Deals In Store Today: Overhead signs and window stickers promote this message. Sourced Locally Is Miles Better: Overhead signs and tax discs promote products that have travelled fewer miles to store. How Did We Do?: An ‘A’ board outside the store together with posters inside advertise 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 although quiet at the time of visit. A festive feel was generated with generic and Co-op branded Christmas decorations. Key Deals: Special K Porridge Pots: 52p Ben & Jerry’s Ice Cream: £2.49 Pampers Nappies: 2 for £10 Andrex Toilet Tissue 9 Pack: £3.50 Pringles: BOGOF Taylor’s Port: ½ price Galaxy Chocolate: BOGOF Milk Tray: ½ price Colchester – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : Christmas Altogether At ALDI: This is the main theme within ALDI supported by window and overhead signs and dump bins. There are various floor stacks for chocolates together with several bays dedicated to Christmas related items. Christmas Wrapped Up: This slogan is featured on overhead signs highlighting Christmas related items. Special Buys Make Special Gifts: This message is featured on overhead signs highlighting Christmas related items. ALDI Super 6: 6 vegetables available at 49p each and located on an aisle end supported with a header board. General Feel: The store was well stocked but untidy with some handwritten signs. Key Deals: Asparagus: £1.39 Sweet Peppers: 88p Fox’s Biscuit Selection: £2.49 Kingsmill Sliced Bread: 99p Pork Chops: £1.69 Lamb Chops: £3.49 Seedless Grapes: £1.79 Colchester – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : Christmas: Christmas confectionery, gifts and wrapping paper are concentrated in the central aisle with additional floor stacks. NEW Weekend Offers: Selected items are ½ price between 1 st November and 1 st December. NEW Thursday Highlights: Discounts on clothing accessories. NEW Monday Madness: Discounts on electrical items. NEW A LIDL Christmas Magic: Household items are on sale from Thursday 5 th December. The slogan is featured on floor stickers. 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: British Parsnips: 49p Unwaxed Lemons: 59p Strathvale Scotch Beef Meat Balls 12 Pack: £1.59 Strathvale Pork Loin: ½ price Melangers Arabic Coffee: ½ price Oaklands Cherry Tomatoes: ½ price Armilar Tawny Port: £9.99 Bucks Fizz: £1.99 Clapham – Wednesday 27 th November info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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