Supermarkets are fighting for the attention of shoppers
Sainsbury's have pledged to join the price comparison war by matching thousands of prices at Tesco and Asda.
They've called their own promotion, 'Sainsbury's Brand Match'.
The supermarket will do this by installing a comparison system at the tills. They've invested the new technology across its branches that will instantly calculate the price of branded goods in a customer's basket against the same brands in Tesco and Asda.
The new launch begins tomorrow, two weeks after Tesco began their £500 million campaign 'The Big Price Drop'.
If Asda or Tesco are cheaper the Sainsbury's shopper will be given the difference back via coupons that the shopper can use at their next visit to Sainsbury's.
Mike Coupe, Sainsbury's Group Commercial Director, says: "The launch of Sainsbury's Brand Match across the UK represents a revolution in retail and is fantastic news for hard-pressed shoppers.
"Unlike some of our competitors we aren't asking customers to do the hard work to check our prices."
Tesco has not yet announced how it will respond to Sainsbury's initiatice, whilst Asda has reminded customers of their pledge to be ten per cent cheaper than any of their rivals.
Waitrose, not a direct rival to Tesco, Asda and Sainsbury's have also responded by sending out discount vouchers direct to 400,000 homes this week. The vouchers will offer ten per cent off and are valid for a month.
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