By Seb Joseph

Sainsbury’s response to tough competition has been tactical pricing, a strategy that might lack the glitz of its previous marketing efforts but appears to be slowly easing its sales woes amid fierce competition.

The supermarket, once famed for its Jamie Oliver ads, is pursuing a more lowkey marketing plan that’s underpinned by a mid-to-low pricing strategy designed to curb its reliance on promotions and take it closer to the discounters that have rapidly risen to establish retail’s status quo.

Sainsbury’s introduced the changes last September and their cumulative impact is giving the retailer cause for “moderate” optimism”. Chief executive Mike Coupe said Read full story ›

Source: The Drum