Majestic launches ‘price match’

UK multiple specialist Majestic Wine has launched the ‘Majestic Price Match’ today for “loyal” customers during the summer and autumn.

In an email sent to shoppers this afternoon, the retailer’s new managing director John Colley said that he wanted to make sure that his customers “shop in complete confidence” and never suffer from “buyer’s remorse”.

While he said that Majestic ensures it wines are sold at “the keenest possible price,” he added, “On the very odd occasion we miss a trick.”

Consequently, he said that the multiple specialist is bringing “loyal Majestic customers” the Majestic Price Match.

However, this doesn’t apply to quantities of more than six bottles, and is only applicable to orders placed “this summer and autumn”.

But should a shopper find a wine cheaper than Majestic’s price, then the retailer promises to match that price “for up to 6 bottles”.

As previously reported by the drinks business, a pricing snapshot by pricing promotion analysts Brandview on 19 January showed that a selection of Majestic’s branded wines were considerably more expensive than the same bottles in six other mainstream retailers.

However, shortly after this review, Majestic decided to slash prices on 500 of its single-bottle wines, ensuring that four of the wines in the Brandview sample were advertised online at prices 13 – 20% cheaper – although the other six were discontinued.

This further highlights another focus from the multiple specialist, which is to make sure its range of wines is different from the supermarkets and other large retailers.

For instance, speaking to the drinks business after announcing a new three-year strategy, chief exec Rowan Gormley said Majestic would continue to sell an “exciting and adventurous” range of wines that differentiated it from other retailers in the market.

Given Gormley’s insistence on Majestic having a differentiated range, it is unlikely the offer from the retailer’s new MD would apply to more than a handful of wines, if any.