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 6 th July 2014

2. Key Customer Themes : Clubcard Fuel Save - Every Shop Counts Towards Up To 20p Off A Litre Of Fuel: Highly advertised on entry with large overhead signs and bus stops positioned around the checkouts. The checkouts support additional signs and leaflets. Summer Gardening: There are 7 Bays of gardening, BBQ, outdoor items and equipment with various offers. The Big Tesco Match: Win 20 Kia Rio cars & 20 Rio holidays plus millions of other prizes when you spend £20 or more. Ramadan Mubarak: Car park signs are seen and signage is sited on bus stops highlighting 5 bays of associated products. Prices Down And Staying Down: Slogan used in store to highlight the various offers. General Feel: A lot of advertising is seen around the store, especially concerning the Clubcard Fuel offer and Ramadan. This was a busy store and staff were helpful and assisting customers. Key Deals: Mango / Pineapple / Honeydew Melon: 2 For £2.50 Rubicon Sparkling Mango / Passion Fruit Juice Drink 2L: 2 For £2 Coca Cola 1.75L: 2 For £2 Goodfella's Stonebaked Thin Pepperoni / Margarita Pizza: £2 Doritos & Dips: BOGOF Evian Natural Mineral Water 6pk: £1.12 Huddersfield - Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : NEW Pimm’s: There is a promotional display seen on entry as a FOS feature, with a stack covered by an umbrella, supported with bunting. Football Carnival: Overhead hanging football decorations are seen concentrated around the entrance & checkouts. Clubcard Fuel Save, Every Shop Counts, Save Up To 20p A Litre: This promotion is seen advertised all around the store on bus stops. 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. There is a sign positioned on a GE. General Feel: Football carnival and the Pimm’s offer are the main theme with extra POS displayed to support the promotions. The shelves are stocked reasonably well, with plenty of staff on hand. Key Deals: Kettle Chips / Sensations Crisps: £1.20 Evian Water 6pk: ½ Price Pimm’s 1L: £12 Selected Beers Multi Pks: Various Offers Cadbury Strawberry's & Crème Chocolate: £1 Premix Spirits Or Alcopops: 2 For £3 Mars / Snickers 3pk: £1 Dino Wine: ½ Price Wimbledon – Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Deals: Belvita Breakfast Crunch: £1.50 Saka Water 1.5L 6pk: £2 Evian Water 6pk: £1 Doritos & Dips: £1 Pot Noodle Brazilian Steak Flavour: £1 Walkers Crisps Multi Pks: £2 Selected Veg & Fruit : Various Reduced Offers Meat / Fish / Poultry: 3 For £10 Key Customer Themes : Chill Out, You'll Be 10% Better Off At Asda: High signs are seen over the checkouts. Love The Game: Football theme continues in store with impactful overhead signs on entry and in the central aisle, with additional bunting on all the GE's. Let's Garden: There are 23 bays, 3 GE's and FOS furniture displays seen immediately on entry. There are numerous overhead signs, bus stops and barkers bordering the event. Outdoor Living: This theme is seen running along side Let's Garden, covering a further 13 bays and 2 GE's. Ramadan Mubarak: High signs & bus stops seen in 13 bays to promote the event. Baby & Toddler Event: Extra signs & bunting seen in the department highlighting the offers. General Feel: This is a busy store with a lot of advertising events being promoted at the same time. The shelves were full with plenty of staff on hand. The most prominent features in store were Let's Garden & the Football event. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Clapham Junction– Wednesday 2 nd July

5. Key Customer Themes : Make Summer Special: 14 bays of holiday, gardening and outdoor accessories are bordered with high signs & bus stops. World Cup Carnival Of Football: Signs in the form of international flags & footballs are seen hanging from the ceiling over 3 aisles. Payback Bonus: Save £10 off your 3rd shop when you spend £40 or more in one transaction each week for 3 weeks. There are signs displayed FOS over checkouts. Pick Of The Shop: This slogan is used to highlight the exceptional deals in store positioned in the central aisle. Great Value: GE signs seen promoting various offers. General Feel : The summer & football advertising signage are very apparent around the store. The shelves were stacked well, but some promotional areas were messy. There were plenty of staff on hand to help customers. Key Deals: Patak Indian Sauce: £1 Pampers Nappies 34-42pk: 2 For £15 Chicken Breast Fillets: 2 For £7.50 Selected Wine : Buy 6 Save 25% Fairy Dishwasher Tablets 72pk: ½ Price Andrex Toilet Tissue 9pk: £3 Rindless Back Bacon Rashers 10pk: £1.79 Utterly Butterly: £1 Selected Meat / Poultry / Fish: 3 For £10 Leeds - Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Home Sale: Save up to half price on homeware & electrical. There are 12 bays & 7 GE's bordered with high signs and bus stops are seen supporting the offers. Brand Match Is Changing Now You Need 10 Different Items To Qualify Including At Least One Comparable Branded Product: Highlighted on blue bus stops around the store and leaflets at Customer Services. Summer Garden / Barbecue & Picnic: There are 38 bays & 4 GE's of gardening and outdoor products, bordered with high signs, bus stops and barkers. Ramadan Mubarak: There are 4 bays highlighted for the event, featuring overhead signs and bus stops. Summer Sorted Great Offers: Signs are used on the end of every aisle in the centre. Sainsbury's Bank & Mobile: Advertised on every checkout. General Feel: The home sale and summer seasonal range very apparent in store. The store was clean and tidy, with well stocked shelves. Key Deals: Bosch Tassimo Coffee Maker: ½ Price Sainsbury's Padded Relaxer: 2 For £45 Selected Wines: 2 For £10 Snacks & Dips: 3 For 2 Robinsons Squash: £1 Pimm’s: £16 Selected Biscuits: 2 For £2 Wandsworth - Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Summer Barbecue: An EPU is seen promoting picnic & barbecue items, highlighted with an overhead sign. Great Offers: Signs are used throughout the store to highlight the offers. General Feel : Summer barbecue seemed to be the only key theme. This is a busy store, with shelves being stacked at time of visit. There were plenty of staff helping customers. Key Deals: Pasta & Sauce Meal Deal: £3 Takeaway Meal For 2: £5 Lunch Meal Deal: £3 Selected McVities Biscuits: £1 Galaxy Chocolate Bar: £1 Mondelli / McGuigan Wine's: £5 Pringles: £1 Pepsi Cola 2L: £1 Clapham Junction - Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer NEW Thank You Teacher: A checkout display is seen promoting gifts for the occasion. Wimbledon: There are 3 bays, a FOS display and a chiller supporting seasonal summer items of strawberries & products that compliment strawberries. This theme is highly advertised on entry, bordered with high signs and bus stops. Weekend Kitchen With Waitrose: All checkouts are seen advertising the event. Exclusive My Waitrose: Receive money off your shopping when you buy selected newspapers. Advertised in the car park. Summer: There are several captions on signs promoting various offers on seasonal outdoor products over 5 bays. Baby & Toddler Event: Highlighted with bus stops in the dept with an additional GE seen supporting offers. General Feel : The store was clean and well laid out and the shelves were stacked well. There were plenty of staff working on shop floor to assist the customers. There were additional displays of summer & strawberries were sited and seen as the key theme. Key Deals: Baby & Toddler: Save 1/3 Tyrell's Crisps: 2 For £4 Selected Wines : Save 1/3 Selected Barbecue Meats: 3 For £10 Robinson's Squash: £1 Pringles / Doritos & Dips: BOGOF Coca Cola 6pk: BOGOF Epsom – Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : NEW Wimbledon Tennis: A large display was positioned in the centre of the store containing champagne, strawberries, chocolate desserts, dipping sauces & meringues. Seasonal Gardening: A large display is seen positioned on entry containing cut & potted plants & flowers. Outdoor furniture is being promoted at up to 50% off. M&S Bank: Introducing the New M&S Current Account is seen advertised on every checkout with signs & leaflets. M&S Cardholders: Our best travel exchange rates reserved for M&S Cardholders signs also on every checkout. General Feel: A tidy, clear and spacious store. The shelves were stacked well and there was plenty of staff to assist. Key Deals: Deli Items: 3 For £6 Meat / Fish / Poultry: 3 For £10 Coated Poultry: 2 For £5 Pizza & Snacking: 3 For £10 Wine Of The Month: 2 For £12 Summer Tableware: 3 For 2 Beers & Ciders Single Bottles: 3 For £6 / 6 For £10 Selected Sausages & Bacon: 2 For £4 Leeds – Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : The Baby & Toddler Event: 8 Bays of baby accessories priced at various offers. Gardening : 6 bays of gardening soil, potted plants, plant pots, hanging baskets and gardening equipment located both inside and outside store. Holiday / Outdoor Activities: 6 bays of suntan lotion, beach towels, sandals, cycling clothing and cycling equipment. How much could you Swap & Save?: Swap & Save up to 45% with signage sited throughout store. General Feel : This is busy store with shelves stocked well. Plenty of bulk stacks were sited. The main theme was the baby event and summer. Key Deals: Aldi Super 6 - Selected Vegetables: 49p Per Pack Vive Sparkling Orange Soft Drink 2L: 45p Brasserie Radler Beer 6pk: £1.99 Vive Tropical Blast / Lemonade Original /Pink 2L: 45p Heavenly Desserts Cheesecake: £1.79 Cowbelle Milk 4 Pint: 95p Mamia Ultra-Dry Nappies Jumbo Box: £6.99 Mamia Sensitive Fragrance Free Baby Wipes 4x64pk: £2.19 Snackrite Tortilla Chips Nacho: 65p Huddersfield - Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : Picnic & Barbecue: Summer accessories & equipment seen situated over 2 bays. World Cup: Several inflatable footballs are seen hanging throughout the store from the ceiling. It's Summertime: Bus stops seen positioned on the main aisle advertising the seasonal ranges. Big Deals: Seen on various signs throughout the store promoting a range of offers. The Cooperative Good With Food: Seen mainly on signs positioned around the checkouts. Fair-Trade : Highly promoted in 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 reasonable well. There were plenty of helpful staff. Key Deals: Pepsi Cola 2L: BOGOF Pringles: BOGOF Mars / Snickers 7pk: £2 Doritos & Dips: BOGOF Beers / Ciders Multi Pks: Various Offers Galaxy / Malteser Bars / Pouches: £2 Lunch Meal Deal: £3 McVities Biscuits: £1 Tattenham – Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : NEW Italian Week - Thursday 3rd July: Advertised on the front window & in the brochure. Seasonal Gardening: A FOS display of cut and potted plants, flowers and compost bags located inside & outside the store. Everything You Need For Summer: 3 bays of BBQ equipment, condiments, disposable plates and alcoholic beverages. Market Fresh Quality, Discover Market Fresh Quietly In-store: There is signage hung from ceiling around store and is particularly concentrated in the fresh produce areas. Healthy Checkouts: Signs are located on the end of the till points. Summer Offers: Centre stacks and dump bins are full of travel and holiday items at reduced prices. General Feel : Summer is the main theme in store. A lot of bulk stacks were sited and the store was quite cluttered. The store was busy with full shelves and plenty of staff to assist. Key Deals: Formil Washing Powder: £6.19 Compost & Bark: £1.99 / £1.49 Honeydew Melon: £1 Italiamo Italian Ham Joint: £9.99 Italiamo Arrabbiata Pizza: £1.99 Oaklands Salad Items: Various Offers Casaburo Olive Spread: 79p Pork Shoulder Carvery Joint: £14.99 Clapham Junction - Wednesday 2 nd July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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