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 26 th January 2014

2. Key Customer Themes : Tesco Price Promise: The theme continues to be highlighted in store with security shrouds, overhead signs and bus stops. 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. Making Pounds Go Further: Seasonal aisle at the front of the store has lots of offers under £3. Highlighted by bus stops and shelf edge strips. Tesco Loves Baby: S easonal aisle has lots of baby related products. With up to half price offers highlighted with bus stops NEW Chinese New Year: Has an aisle dedicated to various Chinese food related products. Highlighted by overhead arch style sign and bus stops. NEW Easter: There are 4 bays dedicated to Easter related chocolate. Supported by bus stops. NEW What Would Your Pet Love: Pet aisle has lots of offers and is highlighted by bus stops and an overhead arch shaped sign. General Feel: The store was well stocked and tidy with plenty of staff on sales floor and till points. Key Deals: Capri Sun: £2 Flash Cleaner: £2 Dairylea Spread Cheese: ½ price Starbucks Chilled Coffee: £1 Pizza Express Pizza: ½ price Butchers Dog Food 6pk: 2 for £6 Colchester – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : NEW Special Offers: Selected products on various offers were on several aisle ends and ladder racks. The theme was supported by header boards and shelf barkers. Clubcard: A large window poster highlighting the Tesco Clubcard with a message “our way of saying thank you for shopping with us”. General Feel: The store was quiet at time of visit. It was clean and tidy however had lots of empty shelves. There was very little POS in situ. Key Deals: Belvita / Kellogg’s Breakfast Bars: ½ price Kelloggs Cereals: ½ price Persil Washing Up Liquid: £5 Walkers French Fries 14pk: 2 for £3 Princes Tuna 4pk: £4 Heinz Soup: 3 for £2 Pizza Express Pizza: ½ price Colchester – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : NEW Valentine’s: There were 7 bays and 4 EPUs with Valentine’s gift and confectionary related items. The theme was highlighted with overhead signs, bus stops and barkers. NEW Easter: Easter confectionary is merchandised across 9 bays as well as on shippers and ladder racks. The event is promoted with high signs, bus stops and barkers. NEW Chinese New Year: Various point of sale is being used to bring attention to Chinese New Year situated within the Asian aisle. Brand Match : “The deals you get at Tesco's and Asda without going to Tesco's and Asda” slogan seen on signs throughout the store and car park. Great Offers: The theme remains in store highlighting various offers on selected products. Household Sale: The sale return in store with household related items on offer over 14 bays, which is highlighted with overhead signage, bus stops and barkers. General Feel: The store was tidy and clear. It was spacious on entry with well stocked shelves with the seasonal aisle being stocked during the visit. Key Deals: Selected Wines: Save 25% / any 2 for £10 Meat / Fish / Poultry: 3 for £10 Pampers Active Fit Nappies: 2 for £15 Selected Health & Beauty: Save 1/3 / ½ price Coca Cola 8pk: £3 Vanish Gold Powder Fabric Stain Remover: £4 Uncle Bens/ Blue Dragon/ Sharwoods selected: £1 or 50p Walkers crisps selected 12pk: BOGOF Merton – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Great Offers: Main signs were used throughout the store to highlight various offers. Make Your Roast Go Further : Advertised on overhead signs, bunting and window stickers at the front of store. NEW Easter : Confectionary shippers are seen near the checkouts. General Feel: The store was tidy and clear. It was spacious on entry with a few gaps in the promotional areas but well filled shippers. Staff were seen serving customers in a friendly manner. Key Deals: McGuigan Estate Chardonnay: £5 Cadbury’s Crunchie & Dairy Milk 4pk: £1 Maryland Choc Chip/ McVites Choc Digestives: £1 McCoys 6pk / Hula Hoops 7pk: £1 Pepsi Max 2L: £1 Lunch Meal Deal: £3 Oriental Meal Deal for 2: £5 Special K 4pk: £1/ Special K Porridge: £2 Wallington – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : ASDA Price Guarantee: Continues to be highlighted by overhead signs at till points Price Lock : Continues to be promoted in store with overhead signs and shelf fins. Roll Back : The theme is being supported heavily in store, with large overhead signs, tax discs and shelf edge strips. NEW Our Delivery Pass Is Streets Ahead : Large overhead signs at checkouts showing Tesco, Sainsbury’s and Asda delivery charges. NEW Big Night In : Seasonal area at the front of the store has drinks, sweets and DVD's. All you need for a night in. Highlighted by hanging signs in foyer, header boards and bus stops. NEW Easter: There are 2 bays dedicated to Easter eggs and a few side stacks in store. NEW Baby And Toddler Event : Continues in seasonal aisle highlighted by header boards and shelf fins. With a large overhead sign in foyer. NEW Chinese New Year : There is an aisle end dedicated to Chinese food items. With header boards 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: Bertolli Spread: £1 Sweet Peppers: £1 Weetabix: £2 Kronenborg Lager 10pk: £8 Tetley Tea 160pk: £2 Green Giant Sweetcorn 3pk: £1 Colchester – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Pick Of The Shop: Theme remains in store with the slogan used on aisle ends to highlight the best deals. Household Sale : The theme continues displaying discounted products over 2 bays. NEW Baby Event : 8 bays of offers on baby products. Highlighted with overhead signs, bunting, bus stops and barkers. NEW Chinese New Year : Additional promotional signs sited to draw attention to Asian products in the relevant department. General Feel: Busy store which is clear and tidy. Shelves are well stocked and plenty of staff on hand to assist. Key Deals: Smoked Cod Loin: ½ price Pampers Baby Dry Nappies: £7.49 Heinz Tomato Soup 4pk: ½ price Dolmio Pasta Sauce: Better than ½ price Butoni Penne: Better than ½ price Veetee Dine In Rice: £1 Mars 4pk: £1 Mitcham – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Love Life Products : Various products are on offer with 25% off. The offers are highlighted at the front of store with large window posters and header boards. Easter: The seasonal aisle has 1 bay merchandising Easter confectionary supported by a header board. NEW Chinese New Year: There are 2 aisle ends dedicated to the celebration with header boards and shelf edge barkers supporting the theme. Enjoy A Bottle Of Champagne On Us This January When You Shop On Line At Waitrose.Com: The theme continues throughout the store with over head signage and banners outside the store. Waitrose Card : Store continues to advertise the scheme with over head signage. NEW Home Offers: Home-ware related items are on offer within the seasonal aisle across 10 bays. The promotion is supported by shelf fins and barkers. General Feel: The store was clean and tidy on entry however several shelves were bare. There were few staff on the shop floor but all tills were open and manned. Key Deals: Selected Veg: 3 for 2 Selected Sine: 1/3 off Muller Corner Yogurts: Save 1/3 Actimel 12pk: 2 for £6 Ready Meals: 3 for £6 Andrex 9pk: £3.50 Colchester – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Easter : There was 1 bay and several shippers of seasonal confectionary seen near the checkouts. Fuller For Longer: Additional signs were used to advertise the range within the ready meal aisle. General Feel: This is a spacious store with shelves well stocked. There were plenty of staff seen busy filling up shelves and helping customers. Key Deals: Fuller For Longer Meals: 3 for £10 / 2 for £7 Count On Us Meals: 3 for 2 Soup selected: ½ price Selected Fruit: 2 for £4 Easter Confectionery: 3 for 2 Food On The Move: 3 for 2 Meat / Fish / Poultry: 3 for £10 Dine In For 2: £10 Selected Desserts: Save 25% Merton – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : NEW Easter: Confectionary is seen across 2 bays with shippers situated around the front of store. NEW Valentine’s: Themed card display shipper is seen on entry. NEW Loved by Us: There is a new slogan spread throughout the store using shelf edge barkers. NEW A Good Deal For You : The slogan is advertised on all the major offers around the store which is seen mainly on overhead signs, dump bins and various other point of sale. NEW Fairtrade: Various photographic displays are seen on the pillars to highlight to customers that the Co-Operative care for the environment and community when selecting their products. General Feel: There were several gaps across the shelves, especially in the promotional areas. There were plenty of helpful staff for assistance. Key Deals: Bayliss & Harding Gift Sets: 3 for 2 Valdo Prosecco: Save £1.50 British Sirloin Steak: Save £1.50 Andrex Toilet Tissue 9pk: £3.50 Uncle Bens / Sharwood Oriental Sauces: £1 Heinz Baked Beans 4pk: £2 Coca Cola / Fanta/ Sprite / Dr Pepper 6pk: BOGOF Doritos Chips & Dips: ½ price Epsom – Wednesday 22 nd 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 throughout the store, with lots of overhead signs. NEW Which Best Supermarket 2013 : POS on all till points highlighted the award. NEW New Year New You : Directional overhead signage displayed highlighting healthier options. Aldi Super 6 Fresh Offers : Various vegetables for 49p. Special Buys: Thursday and Sunday special deals advertised on a huge window poster. Up To 50 % Off Winter Sale : Theme is highlighted by over head signs. Textile sale in dump bins in centre of the store. General Feel: The store was quite busy at time of visit. It appeared untidy and some shelves needed filling. Key Deals: Carrots / Potatoes / Squash: 49p Oranges: £1.39 to £1.29 Shredded Wheat Bigger Value: £1.89 Highland Earl Scotch: £16.99 to £14.99 Salmon Fish Fillets 2pk: £3.09 Sirloin Steaks: £3.49 Lamb Joint: Save £1 per kg Walton On Thames – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : The Healthy Week: Healthier snack choices advertised around the checkouts on various offers Market Fresh : Highly advertised on entry and around the fresh fruit & vegetable department. General Feel: A lot of low overhead signs highlighting various offers throughout the store. Numerous bulk stacks seen especially around the checkouts. Emphasis on healthy options, especially at the checkouts. Staff very helpful with customers. Key Deals: Nescafe Original Coffee: £5 Mcennedy American Ice Creams: £1.99 Goodfella's Thin Crust Pepperoni / Margheritta Pizza: 99p Weetabix Biscuits 48pk: £4.18 Pepsi Regular / Max / Diet 6pk: £1.49 Mcennedy Supersize Peanut Flips: £1.99 Heinz Cream Of Tomato Soup 6pk: £3 Heinz Baked Beans 6pk: £2.50 Kaki / Sharon Fruit: 3 for £1 Plums 500g: 79p Clapham – Wednesday 22 nd January info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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