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Tesco brings together price and convenience with cross-channel brand matching

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Tesco this week promised to match prices across channels instantly as it pursues its strategy of investing in the customer offer.

The supermarket, a Leading retailer in InternetRetailing’s IRUK research, says shoppers will automatically and immediately be given their discount at the till when they buy branded goods that cost more than at rival grocers Asda, Morrisons or Sainsbury’s. The immediate price match is given both online and in store. Tesco’s research shows that 35% of supermarket shoppers have never used a price matching scheme in-store and 80% of online shoppers haven’t either. Some 16% say they lose their vouchers before they can claim their savings, while 48% forget them.

Matt Davies, chief executive of Tesco UK and Ireland, said: “Shoppers tell us price matching vouchers are a pain and don’t really help them. We all know it can be stressful and awkward when you have to rummage through your wallet to find a price match voucher.

“That’s why we’re ensuring that with Brand Guarantee customers will never lose out on their branded shop by getting money off their bill at the till.

“We’re working hard to make the shopping trip that little bit easier for customers, with simple, affordable prices you can trust. Brand Guarantee is one more way we are taking the hassle out of a trip to the supermarket or an online shop.”

Tesco says the move offers simplicity and convenience as well as cheaper prices. The launch comes a week after Tesco promised to keep improving the customer experience, as it unveiled a continuing fall in its sales, but improving profits, in its interim results.

Our view: Studies tell us that shoppers go online to buy either for price or convenience. This initiative may seem relatively straightforward, but in marrying these two consumer driving factors, it proves a great example of crosschannel customer service.

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