So J Sainsbury has decided to drop its tedious brand match promotion where shoppers receive time limited vouchers for as little as 1p if the branded goods they buy are more expensive than Asda.
Sainsbury’s is ditching its Brand Match promotion later this month as it prepares to cut more prices on everyday products.
The supermarket is understood to be planning to end the scheme, which it introduced in 2011, because changing shopping habits mean it now applies to less than a fifth of transactions.
It is switching investment to cutting prices on basics such as bread, cheese and household cleaning products rather than the Brand Match scheme, which gives shoppers money-off vouchers if they could have bought branded goods cheaper at Asda.
This story reminds me of a recent Sainsbury's shopping trip. A chap in front of us at the checkout was asked if he had a Nectar card. "No," he said firmly, "life's too short." He was right.