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Somerfield customers get 0.5 BILLION windfall

Added: (Tue Feb 13 2001)

Pressbox (Press Release) -

Embargoed to 00.01 hrs Wednesday 14 February 2001 13 February 2001


The stakes were raised in the battle of the supermarkets today (14 February) when Somerfield launched one of the biggest ever on-going price promotions, investing
0.5 billion in discounted products in the first 12 months alone.

Recently Asda announced it was reducing prices by 52 million over the first 80 days of 2001 and Tesco said it would cut 70 million off a range of products. Somerfield’s Megadeals, however, will give shoppers 26 million in savings in the first two weeks.

The promotion, which is being launched through all Somerfield’s 600-plus stores, will give customers the chance to save up to 1,000 per year on their annual shopping bill.

Megadeals replaces Somerfield’s long-running PriceCheck which was launched in 1993 and set the trend for on-going price discount schemes in supermarkets. It was created in response to research from Somerfield customers which revealed they wanted instant reward for their shopping loyalty rather than collecting reward points. As a result Somerfield has discontinued its Premier Points card scheme, although points can still be redeemed at Argos stores at least until February 2002.



Associate marketing director Richard Smith said: “We created Megadeals as a direct result of listening to our customers. We have been providing good discounts for eight years but Megadeals offers more high-value discounts than any other supermarket and ones which will make a real difference to people’s shopping bills.

“We are spending big money on achieving my goal that Somerfield will be the very best in Britain when it comes to customer offers,” he said.

The Megadeals launch offers include a special Valentine’s Day treat with Cadbury Milk Tray down from 4.99 to 3.49 – plus Fairy Liquid (original/lemon 1lt), 85p from 1.75; Coca Cola (all varieties 2lt) 59p from 1.29; Somerfield fresh chicken breast fillets (skinless 520g pack) 2.49 from 5.69 and Somerfield Braeburn apples (pack) 49p from 1.49. See attached table for more offers.

Megadeals is being supported with a 1 million television advertising campaign featuring Somerfield’s brand spokeswoman Annie.


For further information, please contact: Jill Rawlins, head of corporate affairs, Somerfield Stores Ltd. On 0117 935 7408

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