Waitrose managing director Mark Price has pledged to step up the supermarket’s promotional activity in the opening months of 2009 in response to the continuing economic slump.
Price yesterday admitted the upmarket retailer faces a difficult start to the new year, despite Waitrose notching up strong sales for the key Christmas period.
“We predict a tough first quarter – during which we will ramp up our promotional programme – and stronger sales for Waitrose in the second quarter," Price said.
“In these challenging economic times we have put a strong emphasis on improving our offer to customers, including more promotions than ever before, deeper discounts and a price commitment programme. Our efforts have paid dividends, with our Christmas and New Year trading figures demonstrating there is a place for well-positioned premium food.”
The news comes after Waitrose yesterday said overall sales had risen by 7.5% for the week ending 3 January, part of a 5.4% increase for the 12-day Christmas trading period. The supermarket said like-for-like food sales had improved by just over 3%, boosted in part by its best-ever single day of trading on 23 December.
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