In a fresh move to enhance customer value and experience, Sainsbury (J) (LON:SBRY) has announced that it will extend its successful Aldi Price Match (APM) programme to its Local convenience stores. This initiative, which aims to provide customers with competitive pricing across high-demand products, will cover 200 essential items in Sainsbury’s Local stores, including popular goods like baked beans, bread, butter, chicken, and milk.
The APM programme has already been a cornerstone of Sainsbury’s pricing strategy in its larger supermarkets, where over 500 products are matched to Aldi’s prices. Expanding this to convenience stores demonstrates Sainsbury’s commitment to delivering value to customers wherever they shop. This move aligns with the broader vision of CEO Simon Roberts and the “Food First” strategy, aimed at strengthening Sainsbury’s competitive edge in the grocery market.
According to the report by Shore Capital, “The APM at Local also replaces the CVS-focused ‘Pocket Friendly Prices’ offering, which brings simplification and standardisation of the value proposition across the Sainsbury grocery network, which we see as welcome.” Analysts Clive Black and Darren Shirley note that this shift will help simplify Sainsbury’s pricing approach, ensuring consistency across all store formats and further elevating the customer experience.
Beyond pricing, Sainsbury’s has also been focused on improving its convenience store offerings, expanding product ranges by approximately 7% with a particular emphasis on “food on the move” items. Store layouts have also been refreshed as part of an ongoing investment in physical assets, enhancing both the functionality and appeal of its 800+ Local stores across the UK.
Last week, Sainsbury’s also made headlines with the sale of its Argos Financial Services business. This move, which marks the completion of a major focus and prioritisation effort within the Group, is expected to contribute around £250 million in capital by FY26. This significant step further underscores the Group’s focus on core strengths, allowing Sainsbury’s to streamline operations and reinvest in its primary retail business.
The expansion of the Aldi Price Match programme to Sainsbury’s Local stores reflects a strategic decision to standardise value across all store formats, aligning with the company’s broader “Food First” approach. As Sainsbury’s prepares to release its H1 FY25 results on 7 November, all eyes will be on the retailer to see how these recent changes impact its performance in a competitive landscape.
