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. we 20 th July 2014

2. Key Customer Themes : Clubcard Fuel Save Every Shop Counts Towards Up To 20p Off A Litre Of Fuel: The fuel offers continue in store and is supported by an outside banner, car park security shrouds, overhead signs and bus stops. The Big Garden Sale: The sale also continues in store with 8 bays dedicated to outdoor / gardening items. Offers are supported by overhead signs, shelf edge strips and bus stops. Prices Down And Staying Down: The slogan continues to be used throughout the store and is supported by overhead signs, floor stickers and bus stops. Tesco Price Promise: The promotion continues to be advertised on snow ploughs, header boards and bus stops. Basket items are checked against competitor prices and if customer’s shopping would have been cheaper elsewhere they will be given a voucher for the difference (up to £10). General Feel: The store was well stocked, clean and tidy. The store was busy at the time of visit with lots of tills open. Key Deals: Velvet Toilet Tissue 16pk: £6 Comfort Conditioner: ½ price Tresemme 7 Day Smooth Range: ½ price Haagen Dazs Ice Cream: ½ price McCain Chunky Chips: ½ price Selected Beers / Ciders: £20 for 2 cases Braintree – Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : £1 Shopping: There were lots of items on offer for £1 in aisles and a dedicated ladder rack. Supported by tax discs and header boards throughout the store. Prices Down And Staying Down: This theme continues in store and is supported by window posters and on wobblers around the store. Chosen For You Special Offers: There were several aisle ends with various offers. Supported by shelf edge strips, shelf barkers and header boards displaying the slogan. Meal Deal On The Go: The lunchtime themed offer continues in store with header boards highlighting the meal deal of £3 for a sandwich, snack and drink combination. General Feel: The store was clean, tidy and well stocked. They also now have a costa coffee machine in store. Key Deals: Henry Westons Cider: 3 for £5 Uncle Bens Rice: £1 Loyd Grossman Sauces: £1 Coca Cola 1.5 litre: £1 Cadbury Chocolate Eclairs: £1 Kenco Instant Coffee: 2 for £5 Crouch Street, Colchester – Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Deals: Nobilo Sauvignon Blanc: 2 for £10 Heinz Beans 5pk: £2 Plums 400g: 75p Napollino Chopped Tomatoes 4pk: £2 Kellogg's Cereals: £2 Milk 4 Pints: £1 Key Customer Themes : Click And Collect / Let Us Do Your Shopping For You With Free Click & Collect: Customers can order their shopping online and collect it for free the following day. Supported by overhead signs and POS at till points. Price Lock / It’s Not A Promotional Price It’s An Everyday Price: Continues in store, supported by shelf fins and overhead signs. Rollback: Continues in store, supported by tax discs around the store. Seasonal Offers: The seasonal offers aisle has 6 bays dedicated to summer drinks with various offers. Supported by header boards. Let's Garden / Outdoor Living: The seasonal aisle also has 4 bays dedicated to garden and outdoor items, which are supported by header boards and shelf fins. General Feel: The store was fairly well stocked and tidy. info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog Tiptree – Wednesday 16 th July

5. Key Customer Themes : Morrisons Miles: Promotion continues in store with customers being able to collect double points on fuel this week. The offer is supported by overhead signs at the checkouts. Pick Of The Shop: This theme continues in store highlighting offers on selected items. Supported by standees, overhead signs and shelf fins. £10 Bonus Save £10 On Your 3rd Shop : Offer continues in store and is supported by hanging signs at checkouts. Spend £40 or more in two separate transactions between 30th June and 13th July 2014, and customers will receive a £10 Bonus coupon at the checkout. Seasonal Promotions: The seasonal aisle has 9 bays dedicated to outdoor and garden items and is supported by header boards and shelf fins. General Feel: The store was well stocked, clean and tidy with lots of offers throughout the store. Key Deals: Chicken Breast Fillets: £7.50 Various Spirits: £15 HP Brown Sauce: £1 Radox Bath Foam: £1 Flash Spray: ½ price Bertolli With Butter 400g: £1.50 Cheerios: ½ price Witham - Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : Summer Sorted: This theme is used throughout the store to promote various offers and is highlighted with overhead signs and bus stops outside the store. Picnic & Barbecue: Outdoor dining accessories and items are displayed on an aisle end. Supported by header boards, shelf edge strips and shelf fins. Great Offers: There are several aisle ends highlighted with “GREAT OFFERS” header boards including household cleaning items. £1 / ½ Price Offers: Highlighted on aisle ends and supported by header boards and shelf barkers. General Feel: Although the store has only been open a few months it is very popular and always busy, but well stocked and tidy. Key Deals: Walkers Crisps 6pk: 2 for £3 Rachel's Organic Yogurt: £1.50 Tropicana: 2 for £3.50 Milk 4 pints: £1 Sainsbury's Sliced Bread: 90p Wotsits 6pk: £1 Huddersfield - Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : Summer Sorted / Great Offers - Stock Up For The Summer Holidays: This is the main theme throughout the store. Supported by bunting, overhead signs and snow ploughs. There is also a standee with free kids activity pack. Brand Match: continues in store with new a format. Buy 10 items and if you could have paid less at Tesco or Asda get a coupon for the difference. Supported by A boards and bus stops. Seasonal Offers: The seasonal aisle is dedicated to all things summer. Including garden, barbecue and picnic items. Supported by hanging signs, shelf edge strips and shelf fins. General Feel: The store looked clean tidy and well stocked. With lots of summery POS including bunting. There is also a home ware sale on with up to 50% off being advertised. Key Deals: Selected Meat Joints: save a 1/3 Capri Sun: 3 for 2 Various Wines: save 25% Fairy Non Bio: £4 Napolina Pasta Sauces: £1.59 Doritos / Kettle Chips: 3 for 2 Colchester - Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Summer Of Sport: The slogan is used to highlight selected drinks offers with 25% off. Seen various POS around the store, hanging signs and header boards. Bringing Our Store To Your Door: The slogan is displayed on overhead signs, POS and window posters supporting free delivery when customers shop online and spend £60 or more. Planning A Party: Slogan used on A boards and shelf barkers promoting made to order party food. Free delivery with orders of £60 or more when placed online. Seasonal Offers: The seasonal aisle is dedicated to summer and the garden. Supported by header boards, shelf edge strips, shelf fins and hanging signs. General Feel: The store feels spacious, clean and tidy. Shelves are well stocked and plenty of staff are available to assist customers. There is now a seating area of stools at the window by the free coffee area. Key Deals: Waitrose Deli Meat Packs: 3 for £6 Pizza Express: 2 for £6 Various Wines: 25% off Plenty Kitchen Towels: £1.23 Tresemme Hair Products: 3 for 2 Heinz Beans 4pk: £2 Innocent Juice: £1.59 Waitrose Free Range Pork Sausages 6pk: £2.19 Colchester – Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. Key Customer Themes : Everyday Banking M&S Style / Introducing The NEW M&S Current Account: There is signage supporting this theme at all till points and several standees in food hall. Summer Of Football: Slogan used on an aisle end offer promoting offers on selected foods such as pizzas and snacking foods. Seasonal Picnic Offers / Free Wine When You Buy Four Picnic Items: There are several aisle end offers, supported by header boards, shelf edge strips and shelf barkers. Clothing - Save Up To 60%: There is signage supporting this theme on every checkout. General Feel: The store was tidy and well stocked with lots of Summer themed displays connected with the theme of picnics. Key Deals: Selected Meat / Fish / Poultry: 3 For £10 Selected Fruit / Vegetables / Salad: 2pks For £3 Medium Size Responsibly Reared Chicken: £5 Strawberries And Thick Single Cream: ½ Price Beef And Lamb Cuts: 2 For £8 Colchester – Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

10. Key Customer Themes : Summer Drinks Festival: Slogan used to highlight offers on various alcoholic beverages at the end of aisles. Also supported by dump bins, shelf edge strips, standees, bus stops and header boards. Fair And Square Prices: This theme continues in store. It is supported by shelf fins, standees and tax discs. Goodness Gang: Promotion offering soft toys for £2 when you have filled a book of stamps. Supported by overhead signs and a dump bin. The Best Local Produce For You: This slogan is displayed on hanging signs and shelf edge strips highlighting produced that has been sourced locally. Free Home Delivery: This theme is supported by hanging signs, posters and leaflets. General Feel: The store was well stocked, clean and tidy. With lots of signage highlighting half price offers. Key Deals: Kellogg's Fruit and Fibre: ½ price Bold 2 in 1 Liquitabs: ½ price Regina Blitz Kitchen Towels: ½ price Strongbow Cider 4pk: £3.75 Wither Hills Sauvignon Blanc Wine: £7.49 Gordon's Gin: £19 Kronenborg 4pk: £4 Stanway, Colchester - Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

11. Key Customer Themes : Great Food For Less, In Store Now / Aldi Super 6: Continues to be the main theme throughout the store. Supported by window poster and overhead signs. Swap And Save: Continues to be the main theme in store supported by window posters and overhead signs. Special Buys: This theme runs on Thursdays and Sundays and is supported by window posters and pamphlets. Thank You For Shopping At Your Award Winning Supermarket: This slogan is displayed on window posters and till point POS with awards the supermarket has won. General Feel: The store is currently being refurbished and as such the store was quite untidy with stock stacked on trollies temporarily. With only two tills open there were also long queues at the checkout. Key Deals: Green Beans: 69p Apples: 69p Mature Cheddar 500g: £1.75 Salmon Fillets 240g: £2.39 Corn On The Cob 2pk: 89p Aged Sirloin Steaks: £3.49 London Road, Colchester - Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

12. Key Customer Themes : Limited Offers / Hurry, Hurry: Theme used throughout the store to highlight various offers supported by shelf fins, hanging signs and header boards. Fresh Offers: There are stacks of boxes at aisle ends containing fresh produce with hanging signs highlighting offers. Sol & Mar / Fall In Love With Our Iberian Selection: Various items being highlighted for Spanish & Portuguese week 17th July to 23rd July. Supported by lots of overhead signs and wrap around signs. Discover New Ideas: Promotional signage seen in the clothing and home ware section. Special offers on Thursdays and Mondays, supported by header boards and wrap around signs. General Feel: The store was clean tidy and well stocked. It was busy at time of visit with all tills open. Lidl are sponsors of Pride of Britain 2014 with a large advertising poster outside in the car park area. Key Deals: Lemons 3pk: 85p Melons: £1.29 Watermelons: £1.49 Piri Piri Chicken: ½ price Fairy Liquid: 99p Finish Dishwasher Tabs 26pk: £3.99 Petit Filous: £1 Flora Pro Activ: £1.50 Braintree - Wednesday 16 th July info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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