Sainsbury’s makes it personal in price battle

Staying competitive: Shopping trolleys are seen at a Sainsbury’s store in London. The grocer is offering tailored digital discounts via its Nectar scheme. — Reuters

LONDON: British supermarket group Sainsbury’s will offer lower prices to customers using its digital loyalty scheme and self-scanner service, deepening ties with shoppers and cutting costs in the latest wave of innovation to hit the industry.

Dominated by Tesco and challenged by German discount groups Aldi and Lidl, Britain’s supermaket sector has been marked by fierce competition and low margins for decades.