Price perception

Changing perceptions for the better

We’ve maintained high performance levels in customer services and product availability, but of all the measurements tracked on a regular basis, our price perception has seen the biggest improvement.

In the current market, with tightening household budgets leading people to compare and contrast the offer in supermarkets, it’s important that people can see the value on offer in our stores. Over £450 million was invested during our recovery programme and investment in price continues.

Competitive pricing means we’re now serving more customers with more items – both the volume of transactions and the size of customers’ baskets has increased this year.

And crucially, we’ve achieved all of this whilst staying true to the principle that, above all, defines us: great products at fair prices.

May 2009