Waitrose's move to pull Pick Your Own Offers could backfire

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It is disappointing to see the demise of Waitrose’s Pick Your Own Offers - at its launch in 2015 it looked like the start of a new era of personalisation in grocery shopping. That’s what then MD Mark Price promised anyway.

Pick your own offer waitrose

On a basic level, Pick Your Own Offers, free coffee and newspapers were great ways to hold on to customers who liked Waitrose but were beginning to question whether they could justify the high prices - and starting to wonder whether they should try out Aldi or Lidl - about which they had been hearing great things from their friends, no doubt.

Waitrose says some shoppers found Pick Your Own Offers confusing. It was also a faff. But the people who valued it are likely to now lose out on key savings. And with its removal, one big reason for not changing supermarket has been taken away. Some may well end up picking their own offers at an alternative supermarket.

It will also focus attention on price cuts introduced last autumn (do they stand up to scrutiny)? And what next? Will it stop matching Tesco branded prices? That must be costing a fortune.

Readers' comments (1)

  • I wrote to Mark Price the week this service was introduced. Not going to say I told you so, but the idea was too time consuming for only about 10%-15% of the products that Waitrose sold, At 20% off of the items meant you had to do a hefty shop, say £100, to find maybe only 15% of your items at 20% ; so you finish up saving around £3-£5 . So in practice it was only around 5% value having spent hour on line searching for pick your own items of interest. Then when some were not in stock , even less. As I said far too time consuming and like an online game too see if you could really get maximum benefits, you never did. No you need a lesser degree to shop at Waitrose.

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