Sainsbury's to simplify pricing as it prepares to axe multibuy deals

By Jo Gilbert

Published: 19 May, 2016

Sainsbury's are dropping multibuys from their in store promotions and rounding up 99p price points in a bid to encourage customers to trade-up.

This summer, the multiple will be rounding prices up from 99p to the full pound.

This is part of a larger move away from BOGOFF deals across all aisles in the supermarket including food and household products.

Multibuys on beers, wines and spirits will be dropped by end of June in favour of occasional discounts on cases of six mix and match bottles of wines to drive experimentation.

Category manager Elizabeth Newman said: "We are moving away from a reliance on multibuy offers and this will be the case within the wine category. As with the rest of the business, we will be reinvesting this saving into lower regular prices across more than 200 of our own brand lines, including with our Taste the Difference.

"However, we will occasionally run a Buy six, Save 25%. Out data shows us that this drives trial of new wines and encourages customers to trade up, perhaps stocking up on wine for special occasions, without impacting on their regular buying habits."

This follows a trend of simplification across the multiples.

According to a report released by Kanatar earlier this month, promotional levels have fallen in the past year with retailers are aiming for simplicity in their pricing and only a quarter of promotional spend is now through multibuy deals - a 24% drop on the previous year.

Currently, only 7% of Sainsbury's deals are now multibuys.

This follows pressure placed on the multiples earlier this year to scrap "misleading" multibuy deals.

Back in February, Sainsbury's was the first major supermarket to say it would completely discontinue multi-buy deals in store, instead focusing on selling individual items at lower prices.

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