Waitrose & Partners has scaled back a price-matching scheme with Tesco.
Waitrose started matching Tesco on prices in 2010, and went on to incorporate 8,000 products two years later. The grocer described the initiative as its distinct take on John Lewis’ ‘Never knowingly undersold’ price promise.
The most recent Kantar Worldpanel data showed that shoppers made an additional 14 million trips to Aldi and Lidl in the 12 weeks to November 4 as the industry geared up for the crucial Christmas period.
Aldi’s sales climbed 15.5% during the period, and Lidl’s advanced 10.2%.
However, Waitrose’s sales declined 1%. It was the grocer’s first sales fall since February 2009.