$1,062 $m
In 2012, Sainsbury’s became the first–ever Paralympics Games–only Sponsor and used the sponsorship as a platform to motivate staff. This was one part of an excellent year, with the brand also reporting its 31st quarter of consecutive growth and achieving its highest market share in nearly a decade. “Live well for less” continues to resonate with consumers’ needs for both value and quality. Customer satisfaction is high, with staff expertise in produce departments particularly appreciated. Sales through the Sainsbury’s website are increasing, overtaking Asda to become the U.K.’s second largest online grocer in 2012. The brand’s loyalty partnership with Nectar continues to provide customer insights, enabling Sainsbury’s to be responsive to customer needs. The brand is also expanding its non–food offer, acquiring eBook retailer, Anobii, and selling an increasing number of CDs and DVDs through its website. This acquisition signifies a further step in Sainsbury’s commitment to multichannel retailing.