Sainsbury’s extends Brand Match scheme to include online orders

Supermarket will now compare its online prices against Asda.com.

Sainsbury’s has turned up the heat in the supermarket price war by extending its Brand Match price promise to online orders.

The scheme, which launched in 2011, now guarantees shoppers will not pay more for their online shop of comparable branded groceries than they would at Asda.com as well as Asda stores.

How it works

Sainsbury’s Brand Match scheme works by comparing Sainsbury’s prices on branded items to similar branded goods from Asda.

The scheme used to compare prices against both Asda and Tesco. However, in October Sainsbury's stopped comparisons with Tesco, arguing that Asda was seen as the benchmark on price.

If Asda turns out to be cheaper on a basket of at least 10 items including at least one branded grocery item that is exactly the same in terms of things like size and flavour then the Sainsbury’s shopper gets a money-off coupon for the difference. This can be worth up to £10, and can be redeemed within 14 days on their next shop.

Previously this price pledge was only available to shoppers in store but now Sainsbury’s online shoppers can benefit too.

The online extension of Sainsbury's Brand Match works in the same way, but gives the difference back to the shopper in the form of a coupon code, up to a maximum of £10 if a comparable branded grocery basket is cheaper at Asda.com on the same day. The code can be redeemed on their next online shop within 14 days from the issue date.

Supermarket price wars

The big four supermarkets - Tesco, Sainsbury’s, Asda and Morrisons - have been steadily losing customers to discounter stores like Aldi and Lidl. So the price of groceries has become a real battlefield with Tesco and Sainsbury’s particularly active in slashing prices to win customers back.

They each have rival price match promotions you might be able to benefit from.

Tesco’s Price Promise checks your basket of branded and comparable own label goods against Asda, Sainsbury’s and Morrisons for in-store and online shoppers. If your basket would have been cheaper elsewhere, it will give you a voucher for the difference up to £10.

Asda has a Price Guarantee which promises that if your shop of at least eight items is not 10% cheaper than Tesco, Sainsbury’s, Morrisons or Waitrose it will pay the difference.

Morrison’s Match & More Price Match Guarantee compares in-store and online branded and own label grocery shops with Tesco, Sainsbury’s, Asda, Aldi and Lidl. If you could’ve paid less elsewhere, it’ll automatically give you the difference in points on your Match & More card which can be converted into vouchers. You just need to spend £15 or more in one shop and have at least one comparable item in your basket.

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