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 22 nd September 2013

2. Key Customer Themes : NEW Market Place: New green and white branding visible in store foyer to give the impression of a market place. NEW Household Heroes: Header boards, bus stops, shelf edge strips and barkers promoting Household Heroes on aisle ends and in the cleaning product aisle. Half Price And Special Offers: These offers are supported at aisle ends by snow ploughs and header boards. Tesco Price Promise : Theme continues and is highlighted by overhead signs and bus stops in store. Autumn Drinks Festival: This promotion continues with 15 bays dedicated to Beers, Wines and Spirits supported by header boards, bus stops, shelf edge strips and a banner outside the store. General Feel: The store is being refurbished and this has caused disruption in the centre of the store. Notices are placed throughout the store apologising for any inconvenience caused by the refurbishment and ‘feel good’ music is being played at the store entrance. Key Deals: Pizza Express: ½ price Selected Fruit & Veg: £1 Fairy Liquid: 2 for £2 Robinson’s Squash: 2 for £2 Roses/Celebrations/Quality Street/Heroes tins: £5 Thurrock Essex– Wednesday 18 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

3. Key Customer Themes : Price Lock: Primarily focused in the central aisle, the promise that when prices go down they stay down is advertised with bunting and overhead signs. Health And Beauty Event: This event is promoted across 15 bays and advertised with overhead signs, bus stops and barkers. One Stop Student Shop: 12 bays in the seasonal aisle are dedicated to accessories for students and supported by overhead signs and bus stops. The Big Rollback: Slogan emblazoned across large high signs visible on entry and throughout the central aisle. Asda Price Guarantee: ‘10% Cheaper Or We’ll Give You The Difference’ is visible at all checkouts. Saving You Money Every Day: This is the main message throughout the store and is focused at aisle ends. General Feel: The store had large displays at the front and was generally clean with shelves well stocked. There were plenty of staff available to help customers. Key Deals: Heroes/Celebrations/Quality Street Tins: £5 Selected Meat, Poultry & Fish: 3 for £10 Domestos Bleach: £1 Selected Wines: 3 for £10 Cadbury’s Chocolate 4pk: £1 Golden Wonder Savoury Rice: 50p Clapham Junction– Wednesday 18 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

4. Key Customer Themes : Seasonal Aisle: 2 bays dedicated to Christmas confectionary. 100% Availability Guaranteed: Pick Of The Street deals are promoted with high signs above the checkouts. Payday Bonus: The offer of £10 off your end of month shopping when you spend £35 or more for 3 weeks continues to be promoted with signs throughout the stores. Hot Deals: The Hot Deals promotion is visible throughout the stores although it is concentrated in the centre aisle where the main offers are located. General Feel: Busy store with table displays and product stacked around the foyer. The shelves were very tidy and plenty of staff were on hand to assist customers. Key Deals: Selected Fruit & Veg: £1 Tilda Rice: ½ price Pilgrim’s Choice Cheese: ½ price Selected Palmolive & Colgate Products: Better than ½ price Tetley Teabags 240 pk: ½ price Wimbledon – Wednesday 18 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 entrance and checkouts and enhanced with balloons promoting the Clubcard voucher exchange. Click & Collect: Service advertised at the front of store. Tesco's Bank: Offers are promoted with leaflets at the checkout points. General Feel: A recently refurbished store that was tidy and well stocked at the time of visit. Staff were stocking shelves and helping customers. Key Deals: Doritos: Better Than Half Price Maltesers & Minstrels: Better Than Half Price Selected Wines: ½ price Meal Deal For 2: £10 Meal Deal Lunch Offer: £3 Robinson’s Squash 1 Litre: £1 Collier’s Wood – Wednesday 18 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

6. Key Customer Themes : NEW Home Offers: 2 bays dedicated to household goods, advertised with bus stops, high signs and barkers. Discover The World Of Wines: Selected wines are located in 2 bays and highlighted with bus stops, barkers and high signs. NEW Health & Beauty Event: This promotion is advertised with additional promotional signs throughout the Health & Beauty aisle. 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. General Feel: Clean and well laid out store. Plenty of staff on the shop floor to assist customers. Key Deals: Kellogg’s Cereals: 3 for 2 Selected Persil Laundry Products: £6 Coca Cola 2 litre bottles: 2 for £3 Selected Wines: Save 5% on a case Mix & Match Breakfast Cereals: 3 for 2 Selected Brandy & Cognac: 20% off Hersham – Wednesday 18 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

7. Key Customer Themes: Offers: Selected offers are displayed at every aisle end, highlighted by header boards, barkers and shelf edge strips. Wine Of The Month: Offers on selected wines are advertised with overhead signs, header boards and barkers. Cook With M&S: This theme is promoted at the entrance to the Food Hall with 2 table stand displays. Product is also available in aisle ends. General Feel: The store was busy at the time of visit and the food hall was untidy. Staff were filling shelves although there were small queues at the tills. Key Deals: Mix & Match Fruit: 2 for £4 Selected Wines: 2 for £12 Seasonal Biscuits: 2 for £7 Juice By M&S: 3 for £5 Selected Prepared Meals: ½ price Selected Cook With M&S Meals: £5 Lakeside – Wednesday 18 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

8. Key Customer Themes : By Sainsbury’s: The range is promoted throughout the store with tax discs, overhead signs and outside with A boards. Pet Insurance : Phone offer promoted with a £50 gift card and advertised on high signs at tills. Seasonal Aisle: 8 bays are dedicated to Christmas items, highlighted with bus stops and shelf edge strips. Great Offers: Offers placed at aisle ends and highlighted by snow ploughs. NEW New Tu Collection: The Tu Autumn range is promoted outside with an A board and car park security shrouds together with a standee in the foyer. General Feel: The store was tidy and well stocked although quiet at the time of visit. Staff were on hand to assist customers. Key Deals: Copella Juice: ½ price Seasonal Gifts: 3for 2 Kellogg’s Cereals: 2 for £4 Pringles: BOGOF Coca Cola 8 pk: BOGOF Head & Shoulders Shampoo: 2 for £7 Chafford – Wednesday 18 th September info@cosineuk.cominfo@cosineuk.com | 01844 296700 | @CosineUK | CosineUK.com | Cosine Blog@CosineUKCosineUK.comCosine Blog

9. info@cosineuk.com 01844 296700 @CosineUK CosineUK.com Cosine Blog e-mail us call us follow us find out about us read a blog by us We are an award-winning field marketing agency with a proven track record of increasing our clients’ sales, retail presence and brand awareness, achieved through merchandising, auditing, mystery shopping and other field marketing services, with our outsourced sales teams trained specifically for every campaign.