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The move to EDLP made sense for Sainsbury’s and reflected changing shopper needs, which is demonstrated by the increase in volumes. Yet pricing pressures are keeping sales values down.

Perhaps Sainsbury’s need to look at how they can encourage shoppers who have saved on their planned items to buy unplanned products, through more pro-active selling environments. Introducing more solutions ranging would be one way of doing this and would have the additional benefit of helping Sainsbury’s standout from the competition.

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