Dunnes has 99 reasons to be cheerful after price roundup

DUNNES Stores is enjoying a sales boost by dropping the familiar practice of prices ending in 99 cents – charging by the full euro instead.

The chain’s policy of not ending many of its prices at 99c is popular with shoppers, who find it easier to tot up the bill in their heads.

One consultant has calculated that the chain was gained €18.5million in three months from simpler pricing.

And Irish shoppers are enjoying a boost as prices are falling overall by 0.2%, according to new figures from Kantar Worldpanel, which compiles supermarkets’ sales figures.

David Berry, director at the company, said: ‘More than 20% of sales at Dunnes are at round euro price points and this has encouraged shoppers to add an extra item to their baskets each time they visit – worth €18.5million over the past 12 weeks.

‘The round price is clear and shoppers can easily add up how much it’s costing them and can keep track.’

Mr Berry added: ‘Competition in the grocery market has rarely been fiercer.

‘All the major retailers are in growth once again this period, and it’s almost neck-and-neck in the race for market share.

‘Just half a percentage point separates the leading three retailers. Tesco leads the way, registering 22.1% of grocery sales, followed by SuperValu at 21.7% and Dunnes Stores at 21.6%.

‘This is the seventh consecutive period that all five supermarkets increased sales, the longest run since December.

‘The overall market grew by 2.6%, its seventh consecutive period of overall growth.’