In a fresh move to enhance customer choice and convenience for retailers, Nisa has introduced a new 3-for-£4 mix-and-match freezer deal through to 2025.
This deal replaces Nisa’s previous 5-for-£6 Freezer Filler promotion, bringing an innovative twist that aligns with evolving shopper preferences for flexibility and variety.
The new mix-and-match deal allows customers to choose any three qualifying products for £4, providing greater freedom to tailor meals to individual needs. This shift comes as part of Nisa’s commitment to addressing the growing demand for customisable and cost-effective meal solutions. The 3-for-£4 structure is designed to appeal to a broad range of shoppers, especially those seeking convenience without sacrificing choice or budget.
Research indicates a significant consumer trend toward “Mix and Match” promotions across the retail sector, as customers increasingly value the ability to personalise meal options. This approach enhances flexibility and broadens the appeal to a diverse shopper base, who may not engage with fixed, repetitive deals. Within Nisa’s customer base, an increase of 17% YOY in partners buying into the freezer deal promotion demonstrates an increased demand for a developing promotion.
Retail analysts highlight that mix-and-match deals encourage larger basket sizes and cross-category purchases, boosting customer engagement and offering a fresh shopping experience. As a result, mix-and-match deals are emerging as a powerful tool for retailers aiming to differentiate their offerings and provide greater customer value in a highly competitive market.
Nisa’s new 3-for-£4 deal has been developed in response to feedback and insights from a review of former footfall-driving promotions. Findings revealed that recurring meal deals often led to shopper fatigue, with the same set of fixed products causing some shoppers to become disengaged and reducing their purchase frequency.
The new promotion offers a dynamic range of options that will change periodically, allowing customers to try new products and avoiding the risk of stockpiling frozen items that can lead to a slower buying cycle.
Alongside this increased choice, stores will see enhanced margin benefits compared to traditional fixed-frequency discounts. With the lower price point breaking the £6 barrier, the new 3-for-£4 promotion will also appeal to price-sensitive shoppers, making it more accessible and appealing to a larger audience.
Jack Matthews, Partner at Bradley’s Supermarkets, said: “I think it’s important to remember that Frozen is a value-driven category, so it’s great to offer retailers a strong and compelling deal. A leading offer is crucial in this space.
“Switching the mechanic to a “3 for £4” deal should help us drive sales, as it makes the offer more appealing to a wider range of customers. It also provides greater flexibility in the products they choose.
“This change encourages customers to stock up and fill their freezers, rather than focusing solely on meal occasions as the previous deal did.”
Hannah Lockwood-Geck, Category Controller at Nisa, added: “This exciting new ‘3 for £4’ mix-and-match frozen deal marks an important step in responding to our customers’ preferences and ensuring that we keep bringing innovative and appealing offers to our partners.
“By replacing our previous promotion with a flexible deal that allows consumers to personalise their choices, we’re enabling stores to provide an even better experience. This updated approach means our retailers can offer more tailored selections to match local preferences, improve margins, and better serve their communities. We’re confident that this promotion will drive higher engagement and create a more satisfying shopping experience.”
In addition to delivering a customer-friendly solution, Nisa’s new promotion benefits retailers by providing customisable deal ranges that can adapt to local preferences. The promotion also aligns with seasonal trends, key events, and supply chain efficiencies, further enhancing the value for Nisa’s retail partners.
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