Everyday low pricing replaces promotions

Oddbins is abandoning all price promotions on single bottles of wine from this week, but is pricing down 350 of its wines instead. Emma Nichols, head of buying at Oddbins, told ThirtyFifty that, ‘It can undermine the consumer when one week they go into the store and something is cheaper and another week more expensive, so the point is to place products at their natural retail price for the quality.’ She explained that typically a £1 price cut on a bottle for one or two months of the year would change to an 80p ongoing reduction. Consumers will, however, get a 20 per cent discount on purchases of six or more bottles across Oddbins’ range of exclusive listings. These account for about 95 per cent of its wines.