Sainsbury’s sales over Christmas were better than expected in the latest sign that Britain’s supermarkets are fighting back against the German discounters Aldi and Lidl.
The country’s second biggest supermarket said sales were helped by its advertising campaign featuring children’s fictional character Mog the cat. The advert was viewed almost 37m times online and sales of a book and soft toy raised more than £1.5m for Save the Children, Sainsbury’s said.
Sales at stores open a year or more fell 0.4% in the 15 weeks to 9 January, Sainsbury’s said in a trading update. Analysts had expected sales to fall by 0.7% at established stores.
The Sainsbury’s chief executive, Mike Coupe, said: “We have traded well during the festive period in a highly competitive market.”
He said the company’s performance in the third quarter of its financial year meant it now expected sales at established stores to be better in the second half of the year than in the first half.
Industry figures on Tuesday suggested the big grocers were doing better against Aldi and Lidl, which have increased their grocery market share in recent years. Morrisons announced a surprise sales increase at established stores over the Christmas period.
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