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 6 th April 2014

2. Key Customer Themes : Easter: Has 7 bays in the seasonal aisle dedicated to chocolate eggs and bunnies. There are also a few FSDU’s and aisle ends with chocolate eggs and bunnies. This theme is supported by shelf edge strips and bus stops. Clubcard Fuel Save : Continues to be the main theme in store. It is supported heavily with outside A boards, car park shrouds, security shrouds, hanging signs, standees, overhead signs and till point POS. Tesco Price Promise: Continues in store. Supported by snow ploughs and bus stops. Price Down And Staying Down: There are several overhead signs and a couple of floor stickers, that show items that are staying down in price e.g. spring onions 49p and butter £1. Tesco Bank: Car insurance win 5000 Clubcard points. Supported by overhead signs at checkouts. General Feel: The store was clean, fresh and tidy. Fuel save POS is quite impactful when you enter store. There was also a nice display of fruit and veg on entry. Key Deals: Melon: 2 for £3 Dr. Oetker Pizza: ½ price Various Wines: ½ price Kellogg's Frosties: £2 Cif: ½ price Colgate: ½ price Vitamins: 3 for 2 Tiptree Essex – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Easter : There are multiple display points siting Easter related confectionary including; an end plinth unit, 3 bays, the checkout queuing system, several shippers, top shelves and stacks are seen throughout the store. Clubcard Fuel Save : ‘Save up to 20p a litre with Clubcard today’ slogan is highly advertised on entry with bunting, high signs, posters, bus stops, balloons and shrouds on the security gates. General Feel : Spacious store with fully stocked shelves. Staff busy filling up shelves and helping customers. Key Deals: 4 Pint Milk: £1 Carte Noir Coffee: £2 Coca Cola 6pk: £1 Easter Chocolate Self Eats Selected: 3 for £1.20 Frosties / Crunchy Nuts Cereals: £2 Hardy’s / Blossom Hill Wine: £5 M&M's / Maltesers / Revels Pouches: ½ price Walkers Crisps 6pk: £1 Addiscombe – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Deals: Nobilo Sauvignon Blanc: £6 Velvet Toilet Tissue 16pk: £5 Heinz Soup: 4 for £2 Doritos: 2 for £4 Gordon's Gin and Jack Daniels: £15 Muffins 4pk: 2 for £1 Key Customer Themes : Price Lock : This theme is heavily advertised throughout the store. Supported by huge hanging signs and bus stops. Easter: The seasonal aisle has 6 bays dedicated to eggs and bunnies supported by header boards, shelf edge strips and bus stops. There are also 4 stacks of eggs and 2 FSDU's in the foyer. Saving You Money Everyday: Continues to be the slogan on aisle end snow ploughs. ASDA Price Guarantee : ‘We don't match prices we beat them: guaranteed 10% cheaper’ continues to be promoted in store with overhead signs at checkouts. General Feel: The store was being stocked up at time of the visit. There were still a few Mother’s Day signs out which was slightly confusing. Price lock was the main theme throughout the store. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Tiptree Essex – Wednesday 2 nd April

5. Key Customer Themes : Easter : There are 6 bays in the seasonal aisle dedicated to Easter eggs and bunnies. Supported by shelf edge strips, bunting, hanging signs and bus stops. There are also several FSDUs filled with Easter chocolate around the store. NEW Easter Bonus: ‘Spend £40 on your next 2 shops and get £10 off your next £40 shop’. This theme is supported by outside banners, inside standees and hanging signs. Great value: Lots of aisle end offers supported by snow ploughs. General Feel: The store was well stocked and tidy. It was busy with plenty of tills open and staff to assist on the sales floor. Key Deals: Sensations Crisps: 99p Cadbury Pouches: £1 Douwe Egberts: ½ price Seriously Strong cheddar 350g: £2.24 Cornetto 4pk: ½ price Thirst Pockets 6pk: £2.75 Selected Wine: Buy any 6 bottles save 25% Broccoli: 49p Essex – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Easter: The seasonal aisle has 22 bays dedicated to Easter related items. Supported by shelf fins, overhead signs and shelf edge strips. Brand Match : Theme continues to be promoted in store and is supported by snow ploughs and bus stops. Active Kids Vouchers: Theme returns where customers can collect vouchers in store. Highlighted by overhead signs at till points and A boards outside. Gardening: There are 2 islands promoting various gardening items. Supported by overhead signs, shelf edge strips and shelf fins. Spring Clean: The household cleaning aisle has various offers which are highlighted by shelf edge strips, shelf barkers and shelf fins. General Feel: The store was clean tidy and well stocked. The store has a lot of welcoming Easter POS and a huge selection of Easter chocolates. Key Deals: Various Wine And Champagne: 25% off Dettol Ant Bacteria Spray: £1 Velvet Toilet Tissue 16pk: £6 Anchor Spreadable Butter: 2 for £4 Tropicanna: 2 for £3 Ariel 3 In 1: £7 Colchester – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Great Offers : There are large header boards seen throughout the store to promote different offers. Easter : There are various different confectionary seen on an end plinth unit, stacks and various shippers. To remind customers of the event, there was posters, window stickers, overhead signs and bunting placed throughout the store. Active Kids Vouchers : When you are to buy 5 items or more of fruit or veg, you receive 5 bonus Active Kids vouchers as seen advertised on wobblers throughout the store as seen in the bottom right hand side corner. Mother's Day : A shipper of associated cards is seen at the front of store as well as a gondola end displaying related gifts. Spring Clean: There were beanies placed in the cleaning department to promote the products that were on offer. General Feel : The store was clean and tidy. The Easter event was prominent around the store. Also the staff were working well and assisting customers. Key Deals: Walkers Crisps 6pk: 2 for £3 Kenco Millicano Coffee: Save 1/3 Kellogg’s Coco Pops / Cornflakes: £1.50 Pepsi Cola 6pk: £2 Cadbury’s Chocolate 4pk: £1 Rowntree’s Pastilles / Randoms: £1 Mondelli Wine: Save 1/3 Meal Deal Lunch: £3 Croydon – Wednesday 19 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : NEW Waitrose Kitchen App: Free to My Waitrose customers. Appears on barkers. NEW ‘Baby & Toddler Event’: Bus stops in the aisles highlighting offers. NEW ‘Health & Beauty Event’: Various offers highlighted in the aisles with bus stops. Offers : ‘You pay 10% less off 100's of products’ and ‘1000's of ways to great value’ signage around the store. Easter: 5 bays, 3 checkouts, a GE and a ladder rack supporting Easter confectionary with themed POS. Brand Price Match : Comparing their prices to Tesco's using green barkers & bus stops scattered around the store and large hanging signs. General Feel: Clean store and well laid out. Shelves stacked well and neatly. Plenty of staff working on shop floor to assist the customers. Key Deals: Ariel / Fairy Laundry: 2 For £10 Easter Products: 10% Off with my waitrose card McCoys Crisps / Penn State Pretzels: £1 Meat / Fish / Poultry: 3 For £10 Oriental Ready Meals: 3 For 2 Plenty / Velvet Kitchen Roll: Save 1/3 Table Sauces / Dressings: 3 For 2 Selected Wines: 20% To 25% Off Weybridge – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Easter : Two bays and various shippers of seasonal confectionary seen around the store. Staff were implementing a further 4 bays of Easter range during my visit. Plus a FOS display was seen on entry supporting numerous Easter gifts. General feel: Shelves in store well stocked. Plenty of staff helping customers. Key Deals: Luxury Yogurts: 3 for 2 M&S Bubbly Bunny Easter Treats: 3 for 2 Meal For 2: £6 Selected Frozen Desserts & Ice Cream: 2 for £7 Selected Italian Meals: 3 for £6 Selected Juice: 3 for £5 Selected Meat / Fish / Poultry: 3 for £10 Spring Flowers: 2 for £5 Croydon – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : Have Your Say : Large hanging boards are seen around the store to encourage customers to give feedback to improve the co-operatives as you can see on the top right hand side picture. The CO-OP Membership Join now : Advertised on the store windows. Easter: Various confectionery are seen on 2 bays, the checkout area, a ladder rack and shippers around the front of store. A Good Deal For You: This slogan is advertised on all the major offers around the store. Mainly seen on overhead signs, sides of dump bins and assorted POS. Fairtrade: Various picture displays seen on the pillars to highlight to customers that the Co-Op cared for the environment and community when selecting their products. General Feel: Shelves had quite a few gaps, especially on the promotional areas. There were plenty of helpful staff to assist customers and help around the store. Key Deals: Walkers Crisps 12pk: BOGOF Sensations Crisps: BOGOF Selected Health & Beauty: 3 for 2 Coca Cola 1.75L: 2 for £2 Cadbury’s Milk Tray 600g: £5 Selected Cooked Meats: 2 for £5 Selected Beer: £8 Lunch Meal Deal: £3 Essex – Wednesday 2nf April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : Easter : There are stacks of eggs and bunnies when you enter the store. As well as 2 bays filled with Easter chocolate, there are side stacks of eggs on either side. There is a display of flowers as you enter the store highlighted by an Easter hanging sign. There are also overhead signs, highlighting Easter Smart Swaps. Change For Life: The theme continues as a key theme in store that is advertised by hanging signs and window posters. Fresh Offers : The theme returns in store with selected meat and vegetables on offer on an aisle end and in the meat section. Highlighted by hanging signs, overhead signs, window poster and floor stickers. General Feel: The store was well stocked and quite tidy. There were still a couple of Mother’s Day signs up but most of the POS was Easter related. Key Deals: Garlic 4pk: 59p Lemons 3pk: 59p Celery: 59p Gammon Joint: £3.99 Italian Spaghetti 500g: 45p Easter Bunny: 99p West Ewell – Wednesday 2 nd April info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Spring Series: There is a section in the centre of the store which is dedicated to outdoor items. Also associated with outdoor activity's and gardening. Easter: There are 3 bays and 3 shippers of themed confectionary and gifts. Half Price Weekend Offers : Advertisement is seen around the store, on posters and leaflets, which are highlighted. Like Meat. Love Lidl: There are large signs seen over the fresh meat department. Market Fresh Quality: Highly advertised on entry and around the fresh fruit & veg department. General Feel : There were numerous bulk stacks seen in the centre and front of store. The Staff were also helpful with customers. Key Deals: Bernard Matthews Crispy Chicken Breast: £1.49 7 Up Lemon & Lime / Pepsi Max / Pepsi Cola / Pepsi Diet 2L: 99p Magnum Classic / White 3pk: 2 for £3 Cut Orchids in Ceramic Vase / Twin Stem Orchid / Twin Stem Orchid in Vase: £5 Favoured Liqueur Filled Chocolate Eggs / Praline Filled Chocolate Eggs / Creme Filled Chocolate Eggs: 2 for £2 Mitcham – Wednesday 26 th March info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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