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 29 th September 2013

2. Key Customer Themes : NEW Seasonal 3 For 2: 10 bays in the seasonal aisle are dedicated to Christmas items, supported by bus stops. Tesco Loves Baby: Various offers throughout the baby aisle highlighted with overhead signs. Back To University: Home ware products aimed at students is promoted across 24 bays in the season aisle. A display with pillows and duvets is sited at the store entrance and highlighted with bus stops. Tesco Price Promise : Theme continues and is highlighted by overhead signs and bus stops in store. Special Offers: Various offers including ½ price deals are promoted at aisle ends and supported by snow ploughs and shelf barkers. Tesco Bank : Pet insurance is promoted with a £30 cash back incentive and advertised by overhead signs, posters and POS at all till points. 5p Off Per Litre: ‘5p off per litre of fuel when you spend £50 or more in store or online grocery’. Promoted with banners and A boards outside the store. General Feel: The store was busy at the time of visit but had well stocked shelves and few queues. Key Deals: Andrex Toilet Tissue 16pk: £6 Quavers Crisps 18pk: ½ price Milk 4 Pints: 3 for £3 Robinson’s Squash: 2 for £2 Heinz Baked Beans 6pk: £3 Daddies Sauce: ½ price Great British Cumberland Sausages 12pk: ½ price Colchester – Wednesday 25 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Big Rollback: This promotion continues in store and is supported by overhead signs, shelf barkers and shelf fins. George School Shop: Overhead signs promote the School Shop’s year round availability. One Stop Student Shop: 12 bays in the seasonal aisle are dedicated to accessories for students and supported by overhead signs and bus stops. 1000’s Of Products £1: This message is displayed on banners in the car park and overhead signs and header boards in store. Saving You Money Every Day: This is the main message throughout the store and is focused at aisle ends. One Stop Student Shop: 4 bays are dedicated to student related items and is promoted with header boards and shelf fins. Car Insurance: A large banner in the car park advertises ‘5 Star Cover At Asda Prices’ General Feel: The store was busy at the time of visit and many shelves were missing stock. Trolley cages in the aisles made the store untidy. Key Deals: Roses Tins: £5 Warburtons Bread: £1 Illy Coffee: 2 for £5 Silver Spoon Sugar: 88p Asda Noodles And Pasta: 50p Selected Veg: £1 Tiptree– Wednesday 25 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : Kids Zone: 2 bays dedicated to kids items and highlighted by shelf edge strips and hanging signs. Student Zone: 5 bays are dedicated to student related items including stationery and home ware. The zone is promoted with an overhead sign and shelf edge strips and signs. Payday Bonus: The £10 off your end of month shopping when you spend £35 or more for 3 weeks offer continues to be promoted with signs throughout the store. Hot Deals: The Hot Deals promotion is visible throughout the store and includes items at ½ price and £1 at aisle ends. Pets: Overhead signs and bus stops promote the new and improved products available in the pet aisle. General Feel: The store was busy at the time of visit with lots of staff on the shop floor and tills. Although tidy there was a large amount of POS. Key Deals: Flora: £1 Selected Fruit & Veg: £1 Surf Liquid Wash: £3 Nescafe Azera Coffee: ½ price Plenty Kitchen Towels 6 pk: £3 Flash Cleaning Product: ½ price Witham – Wednesday 25 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

5. Key Customer Themes : Tesco Clubcard: Heavily advertised around the store Click & Collect: Service advertised at the tills. Tesco's Bank: Offers are promoted with leaflets at the checkout points. General Feel: Shelves were reasonably well stocked and staff were available to assist customers. Key Deals: Selected Beers And Ciders: 3 for £5.50 Lunch Meal Deal: £3 Maynards & Bassetts Confectionery: £1 McCoys Crisps 6 pk: ½ price Galaxy Chocolate: £1 Selected Wines: ½ price Epsom – Wednesday 25 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : NEW Halloween: 2 bays dedicated to themed confectionery. NEW Celebrate Autumn: Signs around the fresh food department display the ‘Celebrate Autumn Sept-Oct-Nov’ message. 1000’s Of Ways To Great Value: Message repeated throughout the store across multiple products. Brand Price Match: Green barkers, bus stops and large hanging signs state that Tesco’s prices are matched on branded groceries, excluding promotions. Home Offers: Household goods in 2 bays and supported by bus stops, high signs and barkers. General Feel: Clean and well laid out store. Shelves were well stocked and plenty of staff available to assist customers. Key Deals: Ecover Cleaning Products: 3 for 2 Dinner For 2: £10 Selected Beer and Cider: 10% off Selected Wines: 1/3 off Selected Toothpaste & Mouthwash: 3 for 2 Head & Shoulders Shampoo & Conditioner: Save 1/3 Epsom – Wednesday 25 h September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes : NEW Christmas Confectionery: 2 bays dedicated to Christmas Confectionery. Big Deals: The ‘Big Deals’ slogan is featured on overhead signs, dump bins and POS and covers all major offers around the store. Fairtrade: Various displays on pillars highlighting that The Co- Op cares for the environment and community when selecting their products. General Feel: The store was tidy and well stocked, with the ‘Big Deals’ slogan being the most noticeable promotional message around the store. Key Deals: Philadelphia Cheese: £1 Velvet Toilet Tissue 9 pk: £3 Roses / Heroes / Celebrations / Quality Street tins: 2 for £10 Lunch Meal Deal: £3 Heinz Soup: 5 for £3 Coca Cola 1.25 Litre: BOGOF Epsom – Wednesday 25 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : Wine Festival: 5 bays are dedicated to selected wines with overhead signs and bus stops promoting the offer. The theme is continued in the Beer, Wine and Spirits aisles. Pet And Car Insurance : Heavily promoted at the front of the store. Seasonal Aisle: 9 bays are dedicated to Christmas themed confectionery, supported by bus stops and overhead signs. Great Offers: Offers placed at aisle ends and highlighted by snow ploughs. NEW New TU Collection: 25% off TU Clothing is advertised at the store entrance, throughout the clothing department and on bollard wraps in the car park. Student Value Sale: Products aimed at students are ½ price and stocked across 13 bays with overhead signs, bus stops and barkers. General Feel: A clean and tidy store with well stocked shelves. All checkouts carried advertising for Sainsbury’s finance and mobile phone offers. Staff were available to assist customers. Key Deals: Meat, Fish & Poultry: 3 for £10 Selected Fruit & Veg: 2 for £3 Coca Cola 12 pk: £4 Selected Cadbury’s Confectionery: £1 Selected Wines: 25% off Kiln Lane – Wednesday 25 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

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