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 19 th January 2014

2. Key Customer Themes : Tesco Price Promise: The theme continues to be highlighted by hanging signs at checkouts and bus stops around the store. Tesco Bank : Clubcard credit card is advertised on overhead signs at checkouts and banners outside. It has 0% interest for 29 months on balance transfers. Offers : Special offers are highlighted on aisle ends by header boards and shelf edge strips. NEW Making Pounds Go Further: There are 9 bays dedicated to 'making pounds go further' at the front of the store. Various offers are promoted by bus stops and shelf edge strips. NEW Tesco Loves Baby: Multiple deals on baby related items situated on 11 bays supported by shelf edge strips and bus stops as well as banners outside advertising the offers saving up to half price. General Feel: The store was quite busy at the time of visit. There were more staff on tills than there was on the shop floor stacking shelves, resulting in several gaps. Key Deals: Pampers Baby Dry Nappies: 2 for £18 Domestos: £1 Heinz Big Soup: £1 Strawberries And Grapes: £2 Evian: ½ price Johnson's Baby Wipes: ½ price Kelloggs Special K: ½ price Hythe Colchester Essex – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Easter: Shippers are displayed in the seasonal aisle. Tesco Mobile : PAYGO is reduced to clear and triple your credit promotion is advertised at the front of store. General Feel: Staff were stacking shelves however still some gaps amongst the promotional aisles. Key Deals: Diet Coke / Coke Zero 12pk: £3 Pepsi / Pepsi Max 1.5L: £1 Kelloggs Special K: £1.34 Andrex Toilet Tissue 9pk: £3.50 Selected Tesco Finest Wood Fired Pizza: 2 for £8 Selected Wines: Save 1/3 Wines & Champagnes: Buy 3 save 10% Johnson's Baby Wipes: Better than ½ price Tolworth – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : ASDA Price Guarantee: Remains a key theme with overhead signs at the checkouts. Price Lock : Shelf fins and headers boards are featured throughout store to highlight the ASDA price lock theme. 100's Of Items At 50p : Overhead signs in the central aisles and at till points to support the continuing theme. Rollback : Theme featured on various POS throughout the store including aisle fins and header boards. NEW ½ Price George Sale : Highlighted with hanging signs and standees. Clean Home : Theme returns with several bays in the seasonal aisle dedicated to cleaning products. Supported with header boards, bunting and shelf edge strips. General Feel: The store was quite clean and tidy and there were plenty of staff on the shop floor helping with customer queries and re-stocking shelves where required. Key Deals: McCoys Crisps 6pk: £1 Pepsi: £1 Coca-Cola: £1 Lettuce: 50p Oreo Biscuits: 50p Tiptree – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Pick Of The Shop: The slogan promotes the various offers available in store. The theme is supported with outside banners, standees and overhead signs through store. Household Sale : The theme continues with 8 bays in the seasonal aisle dedicated to household sales offers. Aisle fins and overhead signs promote the theme. NEW 50% Off Sale: Various sale items are promoted with the use of large overhead signs. Our New Year Resolution To You: Theme continues with overhead signs at till points. General Feel: The store was clean and tidy with well stocked shelves throughout. Key Deals: Heinz Baked Beanz 5pk: £2 Heinz Soup: ½ price Belvita Cereal Bars: ½ price Hardys White Wine: ½ price Walkers Crisps 6pk: £1 Witham – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Brand Match : Remains a prominent theme with various POS including aisle fins, till point POS and A boards outside the store. Great Offers: Various product offers such as ½ price, £1 and BOGOF promoted with the use of snow ploughs. Sainsburys Bank : Pet Insurance and credit cards are advertised on overhead signs at checkouts and on A boards outside the store. Make Your Roast Go Further : Security shrouds, standees, bunting and overhead signs continue to draw attention to this prominent theme. NEW Shop, Collect And Fly : Get 10% of your Nectar points back when you book an EasyJet flight through nectar.com. Supported with overhead signs at till points. General Feel: The store was very clean, tidy and well stocked with plenty of staff on hand to help with customer queries. Key Deals: Pilgrims Choice Cheese: £3 Tropicanna: 2 for £3.50 Evian: ½ price Budweiser: 3 for £5 Pepsi 8pk: ½ price Birds Eye Fish Fingers 12pk: ½ price Stanway – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Great Offers: Signs are continued to be displayed in store highlighted great offers throughout. Household Sale: Mainly ½ price sales on various products over 1 bay in the store. Easter : The theme continues to be highlighted at checkouts with Cadburys crème eggs shippers. NEW Make Your Roast Go Further : A standee with recipe leaflets and bunting is seen at the front of store. General Feel: The store is tidy, clear and spacious on entry with some gaps in the promotional areas however has shippers filled well throughout the store. Key Deals: Selected Health & Beauty: 3 for 2 Jammy Dodgers: £1 McVites Hob Nobs: £1 Jaffa Cakes: £1 Walkers Crisps 6pk: £1 Pepsi Cola 6pk: £2 Maipo Wine: £5 Meal Deal Lunch: £3 Carshalton – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : NEW Love Life Products : There is POS displaying the slogan Love Life at the front of the store for the healthy range with 25% off. NEW Easter: There is 1 bay dedicated to Easter related items. NEW Celebrate Citrus: Citrus fruit is displayed over 3 bays on entry. NEW Enjoy A Bottle Of Champagne On Us This January When You Shop On Line At Waitrose.Com: Hanging signs are displayed throughout the store to advertise the promotion. Waitrose Card : You pay 10% less on 100's of products slogan seen advertised on wobblers, bus stops and barkers throughout the store. Brand Price Match: The theme returns comparing their prices to Tesco's using green barkers and bus stops scattered around the store together with large hanging signs. General Feel: The store is clean and well laid out. Shelves are fully stocked with plenty of staff working on the shop floor to assist the customers. Key Deals: Comfort Fabric Conditioner 3L: Better than ½ price Selected Nestle Cereals: ½ price Selected Wines: Buy a case get 5% off Selected Health & Beauty: Save 1/3 Meat / Veg Meal Deal: £6 Nature Valley / Naked / YoYo Multi Bars: 2 for £3 Hersham – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Easter : Theme continues with 1 bay dedicated to Easter eggs and shippers are utilised and stocked with seasonal confectionary near checkouts. NEW Healthy Recipes: Pick up your healthy ingredients and recipes slogan is advertised at the front of store. General Feel: The store is spacious with shelves well stocked. Plenty of staff is seen busy stacking shelves and helping customers. Key Deals: Meal Deal For 2: 3 for £6 Selected Desserts: 2 for £3 Count On Us Meals: 3 for 2 Fuller For Longer Meals: 2 for £7 or 3 for £10 Selected Meat/ Fish / Poultry: 3 for £10 Selected Prepared Meals: 3 for £6 Selected Cooking Sauces: 2 for £2.50 Easter Confectionery: 2 for £3 Tolworth – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : A Great Deal Locally: Remains a key theme with header boards, dump bins and shelf edge strips throughout store. Sourced Locally : Overhead signs, aisle fins and shelf edge stripping promote the items that have travelled fewer miles to store. Only: Theme continues with red price labels featured on various items throughout store. NEW Celebrate Chinese New Year : An aisle end is dedicated to Chinese food and is supported with a header board. General Feel: The store was very tidy but not very well stocked. There were only a few staff on the shop floor stocking shelves and the store felt very empty. Key Deals: Andrex Toilet Tissue 9pk: £3.50 Tropicanna: £2 Cadbury Pouches: £1 Peroni: 2 for £4 Doritos Crisps: ½ price Stanway – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : Swap And Save : The theme continues with signs throughout the store promoting swap and save leading brands for Aldi exclusive brands. Spend A Little, Live A Lot : The store continues to display the slogan throughout the store. Sale Days : Different sale items are being offered on specified days as a single one-off sale day. NEW Smart Swap: The store highlights healthier alternatives and recipes throughout. General Feel: Basic shopping with no frills. The store has a simple layout with bulk stock. The main stock displays are floor stacks and large wire dump bins. Key Deals: Selected Super 6 Fruit & Veg: 39p Selected Super 6 Meat: Various offers Selected Italian Pizza: £2.99 Mini Woks: £4.99 Selected Rose Wine: £4.29/ £3.69 Winter Clothing: Various offers Exercise Equipment: Various offers Sewing Items: Various offers Walton On Thames – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : The Healthy Week: Emphasis on healthier snack choices are advertised around checkout points with various offers. There is also a large header board situated outside in the car park highlighting the theme. Market Fresh : This is the main theme around the fresh fruit and veg department. General Feel: A lot of low overhead signs highlighting various offers throughout the store. The staff were very helpful with customers. Key Deals: Pepsi 2L: ½ price Robinsons Orange Squash: £1.99 Harvest Basket French Fries 1kg: 69p Trattoria Alfredo Stone-Baked Pizza: £2.69 Nouvelle Soft Toilet Tissue 9pk: £2.49 Vitafit Apple Juice 2L: £1.39 Perlenbacher 6pk: £3 Weetabix Biscuits 48pk: £4 Mitcham – Wednesday 15 th January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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