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 2 nd March 2014

2. Key Customer Themes : NEW Love Pancake Day : Pallet of pancake mix in foyer and a few aisle ends dedicated to pancake day related items. Supported by snow ploughs and shelf barkers. Easter: Seasonal aisle has 12 bays dedicated to Easter eggs. It is supported by shelf fins and shelf edge strips. NEW £5 Off Your Next Shop When You Spend £40 Or More In Store : Supported by outside A frames and inside overhead signs. NEW All Nice And Clean Spring Clean Event : 12 bays dedicated to cleaning products with half price offers. Supported by bunting, header boards, shelf edge strips and bus stops. Tesco Bank: Pet insurance with free £30 worth of Tesco pet vouchers. Supported by overhead signs at checkouts. General Feel: The store was clean, tidy and well stocked. It was quite busy at time of visit with lots of staff on tills. Key Deals: Cif Easy Lift: ½ Price Domestos: ½ Price Dove Antiperspirant: BOGOF Cadbury's Easter Eggs: Various : Buy 2 Get 2 Free Persil Powder: £5 PG Tips : 1/2 Price Salad Tomato's 6 pk: 69p Wotsits 20 Pack: ½ Price Highwoods Essex – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Pancake Day: There is a display of pancake related items at the front of the store, on an FSDU and ladder rack. Easter : 6 bays dedicated to Easter eggs and chocolate bunnies. Highlighted by shelf edge strips and shelf barkers. Special Offers/Selected Products: Aisle end offers supported by header boards, shelf edge strips and shelf barkers. General Feel : The store was tidy but shelves needed filling in certain areas. There was a banner in car park supporting 3 for 2 on fish and meat products. Key Deals: Anchor Spreadable: £2 Birds Eye Fish Fingers: ½ Price Bottled Heineken/San Miguel: £2.19 or 3 for £5 Colgate Advanced White: ½ Price Doritos Sensations: ½ Price Egg 'n' Spoon Chocolate Mousse: ½ Price Simple Face Wipes: 3 for 2 Wine: Buy 3 bottles Get 10% Off Mersea – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : NEW Pancake Day: A gondola end displaying associated products at reduced prices with overhead sign and barkers. NEW Ant & Dec Saturday Night Takeaway : High signs over foods to take away. NEW Spend £80 In One Transaction In Store This Week & Save £10 On Your Next Shop: Advertised on high signs down the central aisle. The Big Clean And Tidy Event : 9 bays of reduced cleaning offers with high signs, bunting and bus stops. Theme also following through in the cleaning dept. Easter : Seasonal confectionery seen on 3 bays, at checkouts and on shippers. Pay Back Bonus : Save £10 On Your 4th Shop: Seen advertised on large signs over the checkouts. General Feel: Tidy store with well filled shelves. The promotional areas seemed to have a lot of concentrated high signage. Plenty of staff on hand to assist. Key Deals: Cadbury's Marvellous Creations 200g: BOGOF Dolmio Pasta Sauce: £1 Dreamies: £1 Flora Spread: £1 Pancake Accessories: Save 1/3 Persil Washing Powder: Better than 1/2 price Ribenna 1L: £1.86 Wine Clearance: Various offers Witham – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Deals: Cadburys Dairy Milk 120g: £1 Baxters Cream Of Tomato Soup: 50p Lenor Fabric Conditioner: £3 Pampers Nappies: 2 for £25 Aunt Bessies Pancake Mix: £1 Walkers Crisps Multipacks : 2 for £3 Key Customer Themes : Price Lock : Continuing theme in store which is heavily supported with an outside banner and large overhead signs around the store. Rollback : Continued support for this theme, seen advertised on high signs down the central aisles. NEW Lets Garden: 23 bays of gardening and outdoor accessories, these are highlighted by high signs and bus stops. Health And Beauty Event: 13 bays dedicated to promotional products, highlighted by bus stops and barkers Half Term Fun: 12 bays of games and activities for children. These are highlighted with high signs, bus stops and boarders. Asda Price Guarantee: ‘ You’ll be 10% better off. Lets go disco.’ This is advertised above the checkouts Pancake Day: 2 gondola ends support the various offers and promotions. General Feel: New events are supported by additional overhead signage. Shelves are well stocked but a little messy in some promotional aisles info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Clapham Junction – Wednesday 26 th February

6. Key Customer Themes : NEW Pancake Day : Extra shelving space given to support products purchased for the 4th March. With additional barkers used. Easter: 16 bays, 4 GE's, a ladder rack and shippers supporting the seasonal confectionary. High signs, bus stops & barkers seen promoting the event. Sport Relief : ‘Swim, Run, Cycle’: Signs seen throughout the store. With various products donating to the event when purchased. Accessories seen on the checkouts and FSDU's The Big Night In: 7 bays of DVD's, books, CD's, games & snacks seen on entry. Highlighted with overhead signs, bus stops and barkers. Love To Cook : Selected cooking items on various offers. Advertised with overhead signs, bus stops and barkers over 15 bays. Sainsbury's Brand Match: ‘ The Deals You Get At Tesco's And Asda Without Going To Tesco's And Asda’: Seen on signs throughout the store and car park. General Feel: Tidy, clear store. Spacious on entry with well stocked shelves. Plenty of helpful staff available. Key Deals: Andrex Toilet Tissue 16pk: £6 Ben & Jerry’s Ice Cream: ½ price Coca Cola 2L: 2 for £3 Fairy Non Bio Tabs And Liquid: 3 for £10 Health & Beauty Products Selected: Various offers Rustlers: £1 Selected Wines: Save 1/3 Walkers Crisps 20pk: ½ price Wimbledon – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Great Offers: Theme continues with main signs used throughout the store to highlight offers. Sports Relief : ‘Grab your official goodies and all profits go to Sports Relief’: Theme continued on entry to the store. Easter : Theme continues with confectionary seen in shippers and around the checkouts. Active Kids Vouchers : Is seen in store supported by a window poster and bunting, ‘Spend £5 & receive 1 Active Voucher’. The Big Night In : Gondola end holds products supported by the event NEW Pancake Day: The Pancake Day promotions are highlighted by a shipper and beanies around the store. General Feel: Staff are polite and friendly, seen helping customers. The store is tidy and clean. Key Deals: Betty Crocker Pancake Mix: £1 Cadburys Chocolate Pouches Selected: £1 Pringles: £1.50 Wine selected: Save 1/3 Walkers Crisps 6pk: £1 Cadburys Chocolate Fingers: £1 Bassetts And Maynards Bags: £1 Carshalton – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : NEW: My Waitrose Loyalty Card: Highlighted in store by overhead signs and tax discs at the till points. Easter: Theme continues with 11 bays in the seasonal aisle and also supported by header boards, shelf fins and shelf edge strips. Brand Price Match : Theme remains using bus stops and large hanging signs to promote Health And Beauty Event : Support for this theme is still in place with promotion on aisle end displaying half price health and beauty products. Also supported by header boards, shelf fins and shelf barkers. The Big Spring Clean : Continued support for this theme with an aisle end dedicated to household cleaning products. Various items are half price. This is also supported by shelf fins and window posters. General Feel: The store is clean and tidy, and very busy. There were several areas that needed restocking. Key Deals: Coffee Betty Crocker Shake To Make Pancake Mix: £1.49 Green And Black Organic Cooking Chocolate: £1.69 Various Wine: 25% off Fairy Dishwasher Tablets: ½ Price Nestle Easter Eggs: 2 for £8 Nivea Wipes: ½ Price Thirst Pocket Kitchen Rolls 6pk: 25% off Cholchester – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes: Wine And Champagne: A display at the front of the store is dedicated to wine and champagne. Easter : This theme continues supported by several shippers of seasonal confectionary near the checkouts. M&S Bank : The theme continues to be promoted by signage at till points and leaflets around the store ‘£150 of M&S gift cards when you open a current account and switch’. Signs seen on every till point with leaflets. NEW Pancake Day: A gondola end supports a variety of pancake offers. There is also a display with associated products on entry to the store. General Feel: The store has a spacious and tidy feel. There are plenty of staff members stocking shelves and helping customers. Key Deals: Chocolate Mini Bites: 2 for £4 Family Favourites For Four: £10 Fuller Longer Meals: 2 for £7 and 3 for £10 Selected Juice: 3 for £5 Easter Confectionary: 3 for 2 Prepared Meals: 3 for £10 Six Bottles of Wine or Champagne: Save 25% Croydon – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : NEW Pancake Day: Small display of items dedicated to pancake day on entry to store. Easter: 2 bays dedicated to Easter items as you enter the store. Then there are 6 bays in the seasonal aisle dedicated to chocolate eggs. This is supported by shelf edge strips. Sourced Locally: ‘ The Best Regional Produce For You’: This theme continues in store with new overhead signs displaying and high level wall photographs. A Great Deal Locally: Slogan on dump bins, aisle ends, shelf edge strips and tax discs. Highlighting various offers around the store. General Feel: The store has gone through a refurbishment and has an improved look and feel. Shelves well stocked and tidy. Key Deals: Activia: ½ Price Clover Spread: £1.10 Coca Cola 2L: 2 for £2.50 Leg Of Lamb: ½ Price Persil Powder: ½ Price Tuna Princes 4 pk: ½ Price Velvet Toilet Tissue 16pk: £5 Mersea – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : NEW Pancake Day : Bays dedicated to pancake mixes and toppings. Supported by overhead signs and header boards. Easter : 8 bays dedicated to Easter related items. The tills also have Easter chocolate bunnies and eggs on them. This theme is supported by shelf edge strips, header boards and overhead signs. Aldi Super 6 Veg/Meat : Supported by end of aisle sign, floor stickers and window posters. General Feel: The store was untidy and there were pallets of stock everywhere. The staff were eagerly filling shelves which gave the impression they had a late delivery. Outside there was an abundance of hanging baskets, plants and garden bulbs. Key Deals: Cadbury Cream Eggs 3pk: 99p Carrots: 49p Cucumber: 49p Gammon Steaks: £1.49 Large Chicken: £5.99 Pancake Shaker Mix: 89p Sweet Peppers 3pk: 89p Colchester – Wednesday 26 th February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Easter : 4 bays of seasonal confectionary and several shippers support the event. Italian Offers: (From Thursday 27th Feb). Seen advertised on a large window poster NEW Don't Get Caught Out In The Cold This Winter : Highlighting warm clothing and accessories Like Meat, Love Lidl : Theme continues with signs seen over the fresh meat department. Market Fresh Quality: Highly advertised on entry and around the fresh fruit & veg dept. Healthier Choices : advertised around the checkouts on various offers. 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: Bertolli Spread: £1.50 Children's DVD's: From £2.99 Deluxe Italian Ham Joint: £9.99 Kg Deluxe Pork Shoulder Joint: £14.99 Italiamo Wood Baked Pizzas: £1.99 Oaklands Red Onions: 39p Strathvale Meatballs 10pk: £1.99 Vine Tomatoes: Save 30% Clapham Junction – Wednesday 26 h February info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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