Dunnes’ pricing promos pay off

Dunnes Stores ‘round euro’ pricing promotions helped it to marginally increase its grocery sales in the three months to the end of last month — the only one of the major multiples to do so.

Latest supermarket sector data — from consumer insights agency Kantar World panel — shows that Dunnes’ over-the-counter grocery sales increased by 0.7%, year-on-year, during the 12 weeks to May 25. In comparison, Tesco Ireland saw its sales fall by 4.7% and SuperValu dipped by 0.1%.

According to Kantar’s commercial director, David Berry, Dunnes’ strategy of offering ‘round euro’ (prices labelled at €1 or €2 price points) promotional offers is popular.