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 28 th July 2013

2. Key Customer Themes : NEW Descriptive POS: The store was filled with new POS featuring pictures of products and descriptive wording. The POS included outside banners, security shrouds, standees and overhead signs. Price Promise: Theme returns with overhead signs at every checkout. NEW Grab Them Whilst It’s Hot: Various sun care and drinks are promoted with the use of aisle fins. NEW Back To School: 2 bays in the seasonal aisle dedicated to back to school stationary offers. General Feel: The store looked very clean and fresh with lots of new POS placed throughout. There were plenty of staff on the shop floor ensuring the shelves were fully stocked. Key Deals: Lenor: ½ price Fanta 6pk: £2 Persil Bio 25pk: £5 Cushelle Toilet Tissue 9pk: £3.75 Evian 2L: 2 for £1.50 Tiptree – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : The Big Roll Back: Remains a key theme with shelf barkers featured throughout store. Britain’s Lowest Priced Supermarket: Theme returns with large overhead signs at store entrance. Outdoor Living and Let’s Garden: 28 bays and additional displays of garden equipment and ornaments featured throughout store. Theme is further supported with promotional signs, bunting and aisle fins. NEW The Cleaning Event: Additional signage featured throughout the cleaning aisle to promote the various product offers. NEW Asda’s Little Angels: Theme is supported with bunting and additional signs in the Baby department. General Feel: The store felt quite clear with reasonably well stocked shelves. There were several impactful furniture displays throughout store. Key Deals: Coca-Cola 15pk: £4 Selected Health & Beauty: 2 for £4 / 3 for £10 Asda Nappies: 2 for £10 Selected Cleaning Products: £4 Cushelle Toilet Tissue 16pk: £6 Clapham Junction – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : Hot Deals: ‘Get them while they’re hot.’ Theme highlights the various offers in store and is supported with shelf edge strips, aisle fins and end of aisle signs. NEW Back To School: ‘Kit the kids out.’ 6 bays in the seasonal aisle dedicated to stationary and school uniforms. Theme is further supported with an FSDU, hanging signs, shelf fins and standees. Cheers To Summer: Theme returns with various offers highlighted with shelf fins, bunting, overhead signs and A boards. Every Penny Matters: Theme returns with an outside banner and aisle fins though out store. General Feel: The store was very busy and felt quite cluttered with various different offers crowding the store entrance. Key Deals: Robinsons Squash: £1 Velvet Toilet Tissue 16pk: £5 Iru Bru 8pk: £1.87 Huggies Baby Wipes: Better Than Half Price Witham – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Tesco Clubcard: Theme continues with advertising around the store entrance and at every checkout. General Feel: The store was quite messy and the shelves were poorly stocked. Key Deals: Pringles: £1 Robinsons Squash: £1 Coca-Cola 2L: BOGOF Kellogg’s Cereals: £2 Pink Lucozade: £1 Belvita: ½ price Wallington – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Brand Price Match : Remains a key theme with prices compared to Tesco using green barkers. Don't Forget To Thank Your Teacher: Chocolate boxes and flowers are featured at a checkout end alongside and card shipper. 1000's Of Ways To Great Value : Theme continues with signs throughout store promoting various offers. Summer: 7 bays in the seasonal aisle dedicated to summer related items. Supported with overhead signs and aisle fins. General Feel: The store was very tidy, with fully stocked shelves. There were several customers on the shop floor helping with customer queries. A pleasant shopping atmosphere. Key Deals: Selected Wines: Save 1/3 / 25% off Selected Meats: 3 for £10 Assorted Picnic Products: 3 for £10 Selected Cider Bottles: 20% off Wandsworth – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes: 3 for £6 Deli Favourites : Three for £6 on deli items that are ‘perfect for picnics’ supported in store with point of sale at fixture. General Feel: The store was very spacious, with wide aisles and fully stocked shelves. There was no visible theme present. Key Deals: Selected Wines: Save 5% / Save 10% Meat / Fish / Poultry: 3 for £10 Selected Strawberries: £2 Louis Chaurey Champagne: Buy 2 Save 50% Merton – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Boredom Busters : Remains a key theme with various hanging signs throughout store, shelf fins and an FSDU at store entrance. NEW Back To School: The seasonal aisle features 8 bays of school uniforms and 11 bays of stationary. Theme is supported with shelf edge strips, overhead signs and header boards. NEW Double Value Exchange Nectar Points: ‘Choose where you would like to spend your points.’ Customers can visit the CS desk and exchange points for a double value voucher to spend at their chosen destination by 30 th September. Great Offers: Theme returns with end of aisle signs advertising half price, BOGOF and £1 offers. Taste Of Summer: Summer related products are promoted with the use of POS including shelf barkers, end of aisle signs and overhead signs. General Feel: The store was very clean, tidy and the shelves were fully stocked. There were several staff members to hand on the shop floor to help with customer queries. Key Deals: Robinsons Squash: £1 Surf 25pk: £4 Seriously Strong Cheddar Cheese: £3 Suncare: 2 for £10 Stanway – Wednesday 24 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. 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.