Poundland doubles down on £1 heritage in new price campaign

Poundland is doubling down on its £1 lines in latest price campaign, with new in-store displays launching across all 800-plus locations.

The move highlights that there’s over 1,000 grocery items in every Poundland store at £1 or less, as customers continue to look for value to help them make their money go further.

While Poundland offers amazing value on much wider ranges, it’s still the home of the pound with around a third of all its grocery items at that price or below.

The discount store said it “remains committed to offering a significant proportion of its ranges at £1 or below, even as it expands ranges to offer customers amazing value in whole new categories such as chilled and frozen food, homewares and clothing.”

And in its key clothing category, new research from Assosia which captures over 850,000 price points on a daily basis across a range of UK sectors and retail channels shows the extent to which its new Pepco clothing ranges have driven down prices.

The push comes ahead of the retailer’s upcoming plans to launch a loyalty plan across the UK, having already launched one in Scotland and Northern Ireland.

In an audit of comparable items from its kidswear, womenswear and menswear ranges, Assosia found that 92% of Poundland’s Pepco clothing was priced lower than F&F at Tesco, 83 per cent lower than George at Asda and 64 per cent lower than Primark.

On average that means Poundland’s Pepco clothing is 56 per cent better value than Tesco, 50 per cent cheaper than George at Asda and 42 per cent lower than Primark.

Earlier this year, Poundland completed the transition to new clothing and general merchandise ranges powered by parent company Pepco Group, reconfiguring its stores to offer more baby and kidswear than ever before.

Published in Marketing Beat, 16th July 2024

https://www.marketing-beat.co.uk/2024/07/16/poundland-price-campaign/