Tesco has been late to the market with its coupon at till Price Promise, but it may well end up being a game changer.
Tesco has been late to the market with its coupon at till Price Promise, but it may well end up being a game changer.
The Price Promise - which UK boss Chris Bush said in Tesco’s Talking Shop blog has gotten off to a good start - matches prices with Sainsbury’s, Asda and Morrisons for brands and own brands. While there is lots of debate about comparing like with like in terms of own brand, it will make a difference in shoppers’ minds.
But the game changer will be the fact that the Price Promise runs across stores and online. None of the other schemes from the other big grocers include online shopping.
As we heard at Retail Week Live last week, retailers are desperate to achieve an omnichannel model. The customer does not see a difference in terms of shopping whether it’s in stores, online, mobile or tablet, so retailers should not differentiate either.
If grocers are price matching in stores, then they should also do the same online. And if Tesco’s competition don’t update their schemes to do so, it could well mean the UK’s largest grocer steals a march.
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