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Supermarkets abandon multibuy promotions

15 February 2016

The country’s top retailers are phasing out multibuy promotions in order to cut down on food waste. 

Sainsbury’s, Tesco and Asda are all moving away from ‘bogof’ (buy one get one free) and other promotions, in order to reduce food waste. 

Instead, all retailers have promised price cuts on individual items, bringing them in line with budget retailers Aldi and Lidl. 

The move comes as consumer watchdog the Money Advice Service announced findings which suggests that 76 per cent of shoppers spend 21 per cent more than they intend to as a result of multibuy offers. 

The research found that shoppers end up parting with an additional £11.14 on average per shop, or an extra £1,274 a year.

Sainsbury’s announced the move in a statement, saying the old multibuy system was outmoded.  

“Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time,” said Paul Mills-Hicks, Sainsbury’s food commercial director.

“By replacing multi-buy promotions with lower regular prices, we are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items to enjoy great value. 

“Since we started simplifying our pricing approach we’ve seen a much greater variety of products in our customers’ baskets, signalling that they like the flexibility to make their own choices.”

Similarly, Tesco announced that it had been moving away from the multibuy paradigm for some time. 

“Over the last year, we’ve been reducing the number of short-term promotions to focus on transparent, simple, consistently low prices on everyday products that matter most to customers, including fresh meat, fish, fruit, and vegetables,” a spokesman was quoted as saying by the Telegraph.

Seperately, Asda confirmed to the Mirror that the company had slashed 133 multibuy offers saying it had “always prioritised low prices over promotions”.


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