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 25 th May 2014

2. 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. For more information about Cosine visit our website www.cosineuk.comwww.cosineuk.com info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog We’ve been providing these reports free of charge via our blog for over a year now and would love to hear back from you: What do you use our report for? Is there anything else you would like to see on the report? certain information? expanded information? different retailers? Any other feedback? Please send your feedback to Tim Harris – tim.harris@cosineuk.comtim.harris@cosineuk.com Feedback

3. Key Customer Themes : NEW Great Brands – Great Prices: ½ price cupboard fillers supported by overhead signs, bus stops and barkers in the first aisle. NEW 5 Year Guarantee On Any TV: With interest free credit. Highlighted in the electrical department. Clubcard Fuel Save: Every shop counts towards up to 20p off a litre of fuel. Highly advertised on entry with large overhead signs and on posters and bollards in the car park. Professional Kitchenware For Your Home: Collect one sticker for every £20 you spend in store, online or on Tesco’s Fuel. Up to 40% Off Garden Furniture, Accessories & Barbecue: Offers continue to be advertised over 5 bays, supported by high signs and bus stops. General Feel: An overwhelming amount of advertising around the store, especially concerning the Clubcard Fuel offer. A busy store with well filled shelves and staff helpful and assisting. Key Deals: Uncle Bens / Sharwoods / Tilda: 3 for £3 Selected Vegetables: Various offers Pringles : 2 for £3 Summer Eating: 3 for 2 Sprite / Fanta / Dr Pepper 2L: BOGOF Granulated Sugar 1Kg: 79p Selected Beers / Lagers: 2 for £20/£18 Weybridge – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : NEW Tesco's Fun Raising Sponsor Soccer Aid 2014: A new promotion of donating 5p per pack, supported by bus stops and barkers against various products. Every Shop Counts – Clubcard Fuel Save: Highly advertised throughout the store on bus stops, barkers, bunting and a window poster. Grocery Delivery charges down & Staying down: Advertised near the entrance of the store. The Spring Drinks Festival: Highlighted with bus stops on a gondola end and in the BWS department. Click & Collect: Promoted on huge signs in the checkout area. General Feel: The store was clean and tidy. The shelves were reasonably stocked with staff seen busy helping customers. Key Deals: Selected Wines: ½ price Maltesters/Minstrels pouches: £1 Tyrrells Crisps: £1 Nescafe Café Menu: ½ price Pepsi Cola 6pk: ½ price Oreo Biscuits : ½ price Walkers Crisps 6pk: 2 for £3 Beer / Cider Singles: 3 for £5 Epsom Station – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Deals: Selected Wines: £5 Meat / Fish / Poultry: 3 for £10 Cucumber / Iceberg Lettuce: 50p Selected Cupboards Fillers: 4 for £5 Flash / Domestos / Fairy Cleaning Products: 2 for £2 Robinsons Squash: 3 for £2.50 Cadbury’s Chocolate Pouches: £1 Cadbury’s Marvellous Mix Ups Bags: £1 Key Customer Themes : NEW Ramadan Mubarak: Theme promoted in the ‘World Food’ department. Love the Game : The theme of football is displayed throughout the store with impactful overhead signs, bus stops and barkers and bays of football accessories. The Home Sale: Sale of reduced household items continues. Bordered with high signs, bus stops and barkers. George.com: High signs encouraging customers to go online over the household and clothing departments. George Home: Catalogue promotion on store entry Let's Garden / Outdoor Living: Promotion of gardening products continues on a larger scale by covering a further 16 bays supported with overhead signs, bus stops and barkers and displays seen immediately on entry. General Feel: A busy store with a lot of advertising events being promoted at the same time. Shelves were full and there was plenty of staff on hand. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Roehampton – Wednesday 21st May

6. Key Customer Themes : I’m Cheaper: Promotion continuing to be advertised on overhead signs on entry, bus stop displays against deals throughout the store. Holiday, Gardening And Outdoor Accessories : 10 bays of seasonal products highlighted with bus stops and barkers. Payback Bonus : Signs over the checkouts promoting the offer to ‘save £10 off your 4 th shop when you spend £40 or more’ in one transaction each week for 4 weeks. Great Value: Signs used on all promotional gondola ends. Pick Of The Shop: Continues to highlight best offers in store. Promoted on central aisle. General Feel: This week the store felt very cluttered with the Morrisons ‘I’m Cheaper’ advertising signage. Shelves were stacked well with plenty of staff on hand to help customers. Key Deals: Morrisons Rice Crackles: £1.39 Birds Eye Inspiration Range: £1.99 Daz Laundry Powder: ½ price Lenor: £3.49 Dolmio Sauce: ½ price Cathedral Cheese: ½ price Sugar Puffs: Better than ½ price Kenco Coffee: ½ price Mitcham – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : NEW 25% Off TU Clothing: A new promotion being advertised both in the car park on banners and in store especially near the entrance and throughout the clothing department. NEW Father’s Day: A plinth end is dedicated to the upcoming event and highlights associated gifts for the event. Sainsbury's Bank: Loans and homes insurance deals promotion, highlighted by overhead signs at every checkout. Summer Seasonal Range: With 38 bays dedicated to this theme it is prominent throughout the store including several stacks of gardening and outdoor products bordered with high signs, bus stops and barkers. General Feel: A spacious store with a recent refurbishment. Clean and tidy with well stocked shelves. Key Deals: Wines / Champagnes: Buy 6 bottles or more and save 25% Leg of Lamb: ½ price Walkers Crisps 20pk: ½ price Copella Juice: ½ price Kellogg’s Crunchy Nut: ½ price Milk 4pt: £1 Eggs 6pk: £1 Wandsworth – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : NEW Spring Clean: Highlighted in the cleaning department on bus stops and barkers. Try Me By Sainsbury’s Range: Theme continues in store and is seen promoted on bus stops throughout the store against branding. Perfect for Summer: The offer remains in store and is advertised on bus stops placed down every aisle. Great Offers: Main hanging signs used throughout the store to highlight various offers. General Feel: The store is tidy and clean. Fridges quite empty and waiting for delivery. Summer theme very prominent in store. Staff seen assisting customers. Key Deals: Lunch Meal Deal: £3 MontPierre Reserve Sauvignon Blanc / Shiraz: Save 1/3 Maltesers / Minsrels / M&M’s Pouches: £1 Cadburys / Maryland / McVites Biscuits: £1 Coca Cola: BOGOF Nescafe Azea: ½ price PG Tips 80pk: £2 Chessington – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : Father’s Day: A gondola end promoting various gifts associated with the event. Summer Of Sport: In store promotion highlighting various products connected with summer, with tennis being an influence on overhead signs, bus stops and barkers. Waitrosecellar.com: Theme is advertised as now open with free delivery and mix your own case of six bottles Weekend Kitchen With Waitrose : Barkers were placed against associated products throughout the store. Save Money With My Waitrose : Pay 10% less on 100s of products with signs, bus stops and barkers placed around the store. General Feel: The store was tidy and clean with summer being the main feature throughout the store. The shelves were stocked well and helpful staff were available. Key Deals: Heston Fruit Cup: 25% off Selected Wines: Various ffers Selected Chocolate Pouches: BOGOF Doritos Chips & Dips: BOGOF Tyrrell’s Crisps: BOGOF Summer Eating Mix & Match: 3 for £6 Kenco Millicano: BOGOF Robinson’s Squash: £1 Ariel / Fairy / Lenor Laundry: Various offers Epsom – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes: Summer Of Flavour: A large display is positioned at the front of the store promoting both cut flowers and potted plants. Eat Well : Prominent display sited at the entrance to the store promoting healthy recipes and the use of staple ingredients such as pasta, rice, vinegar and virgin olive oil. Pick Up Your Healthy Recipe And Ingredients: Promotion sited at every checkout with ‘pick up a leaflet’ signs as well as signage located near the store entrance. Gardening: 2 bays & a large display positioned front of store containing cut & potted plants and flowers. General Feel: A clean and tidy store with well stocked shelves. Summer being the main theme throughout the store. Key Deals: Dine In For Two: £10 Fresh Pizza: 3 for £10 Fishcakes / Crispbakes: 2 for £3 Selected Italian Meals: 3 for £7 Vegetarian Meals For One: Buy 1 get 1 ½ price Beef / Lamb Cuts: 2 for £8 Hand Cooked Crisps: 2 for £2.50 Wines & Champagnes: Buy 6 bottles and save 25% Selected Deli Items: 3 for £6 Huddersfield – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : NEW Summer Football & It’s Summer Time: Dedicated to the summer theme, slogans are used to advertise seasonal changes. Fair & Square Prices: Continues to be advertised on entry with overhead signs. A Good Deal For You: Slogan seen on various signs throughout the store promoting offers. The Cooperative – Good With Food: Seen mainly on signs are the checkouts. General Feel: The store was quite cluttered due to additional stacks. The fridge space was fairly empty, but staff were helpful with customers. Key Deals: Fosters / Strongbow 18pk: £12 Magnum Ice Cream 3pk: ½ price Cocoa Cola 6pk: BOGOF Co Op Sliced Loaf: 75p Thirst Pockets Kitchen Towel: ½ price Selected Nestle Confectionary: £1 Walkers Crisps 12pk: BOGOF Tyrrell’s Crisps: £1 Epsom – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Gardening Promotions – This is a recurrent theme both internally throughout the store and in the car park. With 23 bays of products such as soil, plants, equipment as well as garden accessories such as gazebo’s and non-disposable BBQs. Swap & Save: Signage used throughout the store promoting savings of 45%. Aldi super 6: The offer continues in store supported by header board, floor stickers and shelf barkers. General Feel: Summer continues to be the prominent themes in the sore with plenty of products stacked beside each offer. Helpful staff were on hand and shelves were well filled. Key Deals: Summer Patio Planters: £4.99 Premium Bedding Plants 6pk: £3.99 Ornamental Bark Garden Compost: £1.99 Aldi Super Six Vegetables: 69p Solesta Vegetable / Sunflower Oil: 99p Cowbelle Milk: 95p Dentitex 6 in 1 Mouthwash: £1.29 Instant Lighting Charcoal: £3.99 Huddersfield – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

13. Key Customer Themes : Gardening: Bays located inside and outside the store displaying cut and potted plants plus an FSDU containing garden seeds. Everything For Your Team: Bays displaying World Cup branded flip flops, hats and T-shirts. Everything You Need For Summer: Promotional signs displayed over bays of BBQ equipment, condiments, suntan lotion and alcoholic beverages. Market Fresh Quality: Well advertised on entry and around the fresh fruit & veg department. General Feel: Summer and football being the two main themes in store. The store had a basic layout though promotional areas were a little messy, but plenty of staff to help. Key Deals: Strathvale Beef Rump Steak: £3.99 XXL Grangedale Pork Loin Steak: £2 for £8 Birchwood BBQ Whole Chicken: £2.99 Hovis Medium Granary: 2 for £2.50 Solevita Lemon Splash Drink: 2 for 75p Formil Non Bio Washing Powder / Colour Washing Powder 65pk: £6.19 Reef Crest Easy Steam Fish Fillets: £2.29 Oaklands For Kids Fun Size Bananas: 99p Huddersfield – Wednesday 21st May info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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