Magazine article Marketing

Sainsbury's Flies in BA for Air Offer

Magazine article Marketing

Sainsbury's Flies in BA for Air Offer

Article excerpt

Top UK food retailer Sainsbury's is embarking on its biggest ever promotion - and the first with a non-supplier - in a recession-busting tie-up with British Airways (BA).

Over the next ten weeks, Sainsbury's ten million customers who use the group's 400 stores, including Savacentre hypermarkets and Homebase DIY, will be able to collect till receipts to claim a 30% discount on BA's published economy class fares.

Receipts worth 200 [pounds] will give discounts on Euro Traveller flights, with 800 [pounds]-worth bringing savings on World Traveller flights to Australia and New Zealand.

The move marks a shift in Sainsbury's promotional policy towards added value. "We have never done anything like this in all our stores," says Sainsbury's director of marketing Anthony Rees. "We have 1000 offers in the stores each week, which is a draw. But this is on top of that." The retailer aims to increase its market share by attracting new customers with the promotion. …

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