Price is a priority in MFI offensive

MFI is fighting back in the furniture price war, using market research firm ACNielsen to ensure it delivers on its motto, 'We won't be beaten on price'.

The retailer's reputation has been sullied by lacklustre sales, and it is banking on a stronger price message to bring shoppers back to the fold via advertising strapline: 'More home for your money'.

ACNielsen is tracking the price of rival retailers' kitchen and bedroom offers. The data is fed back to MFI so it can ensure it offers the lowest price on comparable product.