11 April 2016 - Janet Bird
Tesco has pledged to accept coupons issued as part of Sainsbury's soon to be defunct Brand Match price scheme in a move guaranteed to exacerbate the already fierce rivalry between the two supermarkets.
Sainsbury's announced last week that it was to axe the Brand Match scheme, which gave shoppers money off vouchers if branded items in their trolleys were cheaper at rival Asda, in favour of cutting prices on its 'Basics' range instead. The last coupons will be issued on Thursday, April 26, and customers will have two weeks to use them before they expire.
Never slow to spot an opportunity to lure in shoppers, Tesco this week promised to honour any Sainsbury's Brand Match coupons presented at its stores until June, describing the move as "a little help for Sainsbury's customers from us at Tesco".
Tesco launched its own brand-matching scheme - Brand Guarantee - last October, offering customers an immediate price match at tills without the need for paper coupons to ensure they never pay more for their branded shop than they would at Asda, Morrisons or Sainsbury's.