Waitrose is mounting a fresh attack on Tesco in its core customer loyalty territory by doubling the number of products available through myWaitrose which are guaranteed to be cheaper than at Tesco.
The John Lewis Partnership-owned supermarket has increased the range of products at discount to customers of its loyalty scheme from 100 branded and own label products to 250 branded and 230 own label items. The revamp is being promoted in a new TV campaign (pictured).
The company has been offering a 10% discount on 100 branded and own-label products since January. The promotion is running alongside the retailer’s Brand Price Match commitment to match Tesco prices on all branded lines it stocks.
Unlike Tesco Clubcard, myWaitrose cardholders are offered rewards and access to exclusive competitions but the card is not point-based. It recently appointed AIS London to handle marketing for the scheme, which was first launched in 2009 as an online-only programme.
The move comes as Tesco attempts to put a brave face on over its latest results, published today, which reveal profits have tumbled by nearly a quarter.
Chief executive Philip Clarke maintained the company’s UK performance was strengthening, with plans to redesign its stores gaining momentum. He added: “The challenging retail environment in Europe has continued to affect the performance and profitability of our businesses there.”
The retailer is driving growth by opening small convenience stores in city centres, as it seeks to capitalise on changing shopping habits. It says it is using Dunnhumby to drive products selection as shoppers increasing look to do smaller, more frequent ‘top-up’ shops near their homes and offices. It expects to open around 1,000 convenience stores by 2016, up from the current total of 575 stores.
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