Sainsbury’s Ends Price-Matching Coupon Scheme In Favor Of Lower Prices

British retail grocery chain Sainsbury's is no longer giving shoppers a refund coupon when its products are more expensive than of a competitor's. The company said the money saved by ending the “Brand Match” program will be used to reinvest in key everyday products “that matter most” to customers, including chicken, bread, cheese, fresh produce and household cleaning items. The idea behind Brand Match, launched five years ago, was to mitigate the consumer perception that Sainsbury’s was too expensive. The move to drop the program follows adjustments to similar price guarantee schemes by competitors Tesco, Morrisons and Asda.