Sainsbury’s has extended its Aldi price-matching scheme to its convenience stores, upping the ante on competitive pricing ahead of Christmas.
Britain’s number-two retailer – behind Tesco – said it has become the first UK supermarket group to extend a scheme matching the prices of the German-owned discounter on hundreds of its products into its convenience stores.
The group, which has an over 15% share of Britain’s grocery market, said on Monday its Aldi price match scheme would now also be available in over 800 convenience stores.
This is in addition to its over 600 supermarkets.
Under CEO Simon Roberts, Sainsbury’s has benefitted from a strategy to match Aldi’s prices in over 500 products in its supermarkets.
This, as well as providing better offers for members of its popular Nectar card loyalty scheme, financed by cutting costs, meant industry data showed higher market share year-on-year.
The company said its Sainsbury’s Local convenience stores would now carry up to 200 products price matched to Aldi.
Staples such as milk, bread, butter, pasta, rice, chicken and tuna are included in this scheme.
Tesco, number-three supermarket Asda and number-four Morrisons all price match Aldi on some products in their larger stores.
Sainsbury’s will publish first-half results on 7 November.
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