Sainsbury's 'Live Well for Less' boosts sales

Sainsbury's: 'live well for less' campaign
Sainsbury's: 'live well for less' campaign

Sainsbury's has reported a 6.6% lift in pre-tax profits to £354m in the past six months, crediting its 'Live Well for Less' pledge with boosting its performance.

Chief executive Justin King said the 1.9% sales increase to £12.8bn, excluding fuel, was the result of customers recognising the supermarket's pledge to help consumers "live well for less".

Sainsbury's today reported its financial figures for the 28 weeks to 1 October.

Sainsbury's dropped its 'Try Something New Today' positioning in September in favour of the 'Live Well' stapline, backed by a major television campaign by AMV BBDO.

The retailer said it has been focusing its energies on improving its "by Sainsbury's" own-brand line and launching the Gok for TU fashion range.

Sainsbury's also rolled out its Click and Collect service to 700 stores and has reported 20% growth in online spending.

In the run up to the crucial Christmas trading period the supermarket has launched a brand price match scheme, which matches the prices of branded goods sold at Tesco and Asda at the till.

King said: "[Customers] are recognising the efforts we are making to help them manage their budgets and to 'Live Well For Less'.

"This is reflected in customer visits, with transactions up almost one million on last year, to nearly 22 million a week.

"The launch of Gok for TU clothing has also been well received and has added to the continued sales growth of general merchandise and clothing."

Follow Matthew Chapman on Twitter at @mattchapmanUK

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers