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 9 th February 2014

2. Key Customer Themes : NEW Great Nights In: The seasonal aisle has 12 bays dedicated to items for a great night in. Including drink, snacks, and chocolate. Supported by header boards, shelf edge strips, bus stops and FSDU’s Easter: Has a whole aisle dedicated to Easter related products, highlighted by bus stops and shelf edge strips. What Would Your Pet Love: The pet aisle offers continue highlighted by bus stops and overhead signs Valentine’s Day: Valentine’s theme continues across 12 bays along the seasonal aisle, supported by header boards and shelf edge strips. Tesco Price Promise: Is supported by overhead signs and bus stops. General Feel: Several members of staff were restocking the shelves. The store was clean and tidy with plenty of till point open. Key Deals: Lettuce / Celery: 50p Young's Fish cakes x12: ½ Price Cathedral city cheese : ½ Price Finish Quantum dishwasher tablets: ½ Price Tyskie lager x4: £6 Maldon – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Click And Collect: Theme remains and is seen advertised on high signs FOS. NEW Easter : One bay and several shippers of seasonal confectionery seen near the checkouts. NEW Valentine's Day : One bay of gifts and confectionary support the event, plus a card shipper. General Feel : Spacious store with shelves reasonably well stocked. Plenty of staff seen busy filling up and helping customers. Key Deals: Pepsi Cola 2L / 8pk: ½ Price Kellogg's Crunchy Nut: ½ Price Mars / Twix 7pk: ½ Price McCoys Crisps 6pk: £1 Kellogg's Cereal Variety pk: ½ Price Cadbury's Chocolate 4pk: ½ Price Easter Self Eats Chocolates: 3 for £1.20 Robinson's Squash 1L: £1 Wallington – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : Active Kids Vouchers : Theme continues in store which is supported with overhead signs when you enter store. Valentine’s Day : The store has 8 bays in the seasonal aisle dedicated to Valentine day gifts. Highlighted by shelf fins, heart shape POS and shelf edge strips. Easter: There are 2 bays in the seasonal aisle dedicated to Easter related items. Highlighted by shelf edge strips, egg shape POS and shelf fins. Make Your Roast Go Further : Theme continues to be advertised in store. Supported by overhead signs and bunting. Brand Match : Theme remains in store highlighted by bus stops in various aisles. General Feel: The store was clean, tidy and well stocked. The Valentine’s Day display in the seasonal aisle looked good. Key Deals: Cadbury Dairy Milk: £1 Napolina Pasta Sauce: £1 Persil Wash Liquid: £4 Innocence Fruit Drink: 2 for £4 Lurpak: 2 for £5 Nivea For Men: Save 1/3 Braintree – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Great Offers: signs remain throughout the store to advertise offers. Easter : Confectionary is seen on shippers and shelves around the checkouts. Active Kids Vouchers : ‘Spend £5 and receive 1 Active Voucher’. Seen advertised on bunting and wobblers throughout the store. NEW Valentine’s Day : There is 1 bay supporting themed confectionary, plus a card shipper seen on entry. Bunting and window stickers highlight the event. General Feel: The store is tidy and clear. Spacious on entry with few gaps in the promotional areas. Staff seen serving customers in a friendly manner. Key Deals: Selected Wines : Save 1/3 or 25% off Doritos Crisps: ½ Price Coca Cola 6pk: £2,50 Lunch Meal Deal: £3 Kellogg's Special K Porridge: £1 Galaxy Chocolate: £1 Thornton’s Premium Chocolates: £6 Wallington – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : ASDA Price Guarantee: Theme remains in store, supported by new overhead signs at till points. Price Lock : Continued theme in store highlighted by overhead signs. Roll Back : Theme still in place, highlighted by tax discs and overhead signs. Big Night In: Remaining in store with an aisle dedicated to drinks, chocolates and DVDs. Supported by header boards, shelf edge strips and bus stops and a huge hanging sign in foyer. Easter: Theme now only displays 2 bays of eggs and a few FSDU's around the store. Baby And Toddler Event : Remains in store with ten bays dedicated to baby and toddler items. Highlighted by header boards and bus stops. Valentine's Day : Continues with ten bays in seasonal aisle dedicated to various gifts and cards. Supported by bus stops and shelf edge strips. General Feel: Store was quite tidy. Some shelves needed restocking, but they were mainly well stocked. Key Deals: Heinz Soup: 4 for £3 Prosecco : £5 Tiger Loaf: 50p Cauliflower: 50p Sweet Peppers 3pk: £1 Oken Yoghurt: £1.49 to £1 info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Colchester– Wednesday 5 th February

7. Key Customer Themes : Valentine’s Day: The store has half an aisle dedicated to Valentine’s day related gifts. Supported by header boards, bunting, bus stops and overhead signs. Baby Event: The theme is continued in store until 16th February. This store has an aisle and a half dedicated to baby related items. Highlighted by bus stops, header boards, bunting and overhead signs. NEW Payback Bonus: ‘ Spend £40 on 3 shops and get £10 off your 4th shop as well as 10 off per litre of fuel’. This offer is supported by several overhead signs at the till points and bus stops around the store. There are banners and A boards outside. Easter: The store now only has 1 aisle end at the moment and a few FSDU’s around the store. General Feel: Market street is laid out more like a street market, than I have seen before. There are metal pipes omitting mist over the fruit and veg, keeping it cool. Very impressive. The shelves were messy and empty. Key Deals: 3 Mixed Sweet Peppers: 99p Round Lettuce: 50p Pepsi 2L: £1 Colgate: ½ price PG Tips 160pk: 2 For £5 Heinz Tomato Soup: ½ Price Persil Washing Up Liquid: 2 for £1.50 Maldon – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Easter: Theme still present with three bays in the seasonal aisle displaying Easter products. Highlighted by header boards. Waitrose Card : Continued support with overhead signs in store and outside A boards. Valentine’s Day: Continued theme with a valentines day display as you enter the store and a double bay aisle end display near till points. The theme is highlighted by header boards, shelf edge strips and shelf fins. Home Offers: Seasonal aisle has six bays dedicated to homeware sale. Highlighted by header boards and bus stops. NEW Brand Price Match : Supported in store with several overhead signs. General Feel: The store was clean, bright and tidy. Shelves were well stocked with a valentine display as you enter the store. Key Deals: Selected Fruit and Veg: 3 for 2 Various Meat: 3 for £10 Seriously Strong Cheddar: Save 1/3 Ready Meals: 3 for £6 Young’s Fish Fingers 20pk: Save 1/3 John West Tuna 4pk: £4 Colchester – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Valentine's Day: One bay of associated confectionary with additional shippers around the FOS. Highly advertised on overhead signs. Easter : Three bays and several shippers of seasonal confectionery situated near the checkouts. General Feel: Spacious store with shelf's well stocked. Plenty of staff seen busy filling up and helping customers. Key Deals: Yogurts Single Mix & Match: 2 For £1 Deli Items: 3 For £6 Indian & Chinese Meals Mix & Match: 2 For £7 Louis Chaurey Champagne: 1/2 Price Confectionary Easter Treats Mix & Match: 3 For £2 Meat, Fish & Poultry Mix & Match: 3 For £10 Roast For Two (Roast Joint + 2 Side Dishes): £6 Chocolate Easter Mini Eggs: 2 For £3 Huddersfield – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : NEW Co-Operative Membership Card: A re-launch of the membership card seen on bunting and overhead signs at kiosk. NEW The Co-Operative – Loved By Us: New slogan used around the store on over head signage. Valentine’s: Gondola end supports themed gifts and confectionary, in addition to this a dedicated Valentines card FSDU is located at the entrance to the store. Easter: Confectionary is seen on 2 bays and FSDU’s located at the front of the store. General Feel: As a newly refurbished store it felt clear and spacious. The store was very clean and all shelves were well stocked. Key Deals: British Chicken Breast Strips: save 1/3 Pepsi Cola 6pk: £2 Kingsmill Bread: £1 Cadbury’s Mini Eggs: £1 Selected Fruit and Veg: £1 Wallington– Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : NEW Valentine's Day : Seven bays of associated gifts, highlighted with additional signs all around the FOS. The Baby And Toddler Event : Signs promoting a wide range of related baby & toddler products. Swap And Save : Save up to 60%. Signs throughout the store phrasing “Swap leading brands for Aldi exclusive brands”. Spend A Little, Live A Lot : Main phrase seen on Aldi advertising still in situ. Smart Swaps Change for Life : Promotion continues offering healthier alternatives and recipes. General Feel: Basic shopping with no frills. Simple layout with bulk stock. Main displays are stacks and large wire dump bins. Advertising posters seen overhead and on the windows. Key Deals: Kellogg's Cornflakes: £2.65 Solesta Sunflower Oil 1L: £1.19 Solesta Vegetable Oil 1L: £1.09 Aldi Super 6 - Mild Onions 4Pk / Salad Photos 1Kg / Baby Plum Tomatoes 250G / Oranges 6-7Pk / Braeburn Apples 6- 8Pk / Blueberries 150G: All 69p Blossom Hill Sparkling Pinot Blush Wine: £5.99 Fox's Fabulously Special Selection Tin: £3.99 Belmont Biscuit Co Belgian Chocolate Biscuits: £1.99 Vive Diet Cola / Cola Zx 2L: 39P Huddersfield – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Market Fresh : Theme still in place, highly advertised on entry and around the fresh fruit & veg department on high signs. Healthier snack choices advertised around the checkouts on several offers. Don't Get Caught Out In The Cold This Winter : Theme continues, displaying warm clothing and accessories. Like Meat, Love Lidl : Signs seen over the fresh meat dept. General Feel: A lot of low overhead signs highlighting various offers throughout the store. Copious bulk stacks seen particularly dense around the checkouts. Emphasis on healthy options, again especially at the checkouts. Staff very helpful with customers. Key Deals: Butcher's Canned Cat or Dog Food 12pk: £4.99 Plenty White Kitchen Towel 8pk: £3.99 Assorted McEnnedy American Ice Creams: £1.99 Deluxe Cheesecake or Banoffee Tart: £2.99 Deluxe Three Bird Roast: £9.99 Milton Gate British Sausages Chipolata / Pork: £1.79 Ultimate Speed Screenwash 5L: £4.99 Lidl De-Icing Salt 10kg: £2.99 Deluxe Luxury Winter Warmers Prepared Meals: £2.29 Huddersfield – Wednesday 5 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

13. info@cosineuk.com 01844 296700 @CosineUK CosineUK.com Cosine Blog e-mail us call us follow us find out about us read a blog by us We are an award-winning field marketing agency with a proven track record of increasing our clients’ sales, retail presence and brand awareness, achieved through merchandising, auditing, mystery shopping and other field marketing services, with our outsourced sales teams trained specifically for every campaign.