Tesco United Kingdom and Ireland ceo Matt Davies said this brand guarantee replaced price matching vouchers, which shoppers had described as “a pain” and unhelpful.
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And after all that, if you manage to remember, you can use that voucher next time you shop, assuming it’s at least two days later and hasn’t expired, and only if the barcode can still be scanned.
“British shoppers know that the limited assortment discounters are cheaper than the superstores and to focus only on matching prices of the big four is simply myopic to our minds.”
Shoppers at Tesco stores in Greater Manchester can now get money off their shopping if a branded product they’ve bought is on sale for less at their three main rival supermarkets.
Tesco’s “Price Promise” scheme now prints off a money-off voucher at the tills if customers could have bought products cheaper at rival supermarkets.
Tesco’s Brand Guarantee will let you get money off your bill at the checkout – both in person and online – if the overall cost of their branded grocery shop would have been less at Asda, Morrisons or Sainsbury’s.
“Additionally, the price perception of Tesco may by default improve as the plethora of coupons will not be telling its customers just how expensive it is”.
The offer only applies to branded products and not to own-brand items.
The deduction at the check-out intensifies a price war and is a break from the common practice of United Kingdom grocers issuing customers a voucher to spend on their next visit.
Clive Black, analyst at Shore Capital, said: “Such a move will mean that Tesco is no longer dishing out reams of paper at the till, which will be a saving in-store in its own right”.
The initiative has already been trialled in Northern Ireland over the last few weeks, with overwhelmingly positive feedback from both colleagues and customers.
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Sarah Willingham, personal finance expert, said: ‘Price matching has become far too complicated for shoppers.
