Mothercare has unveiled plans to increase the number of product lines covered by its price match guarantee after the promotion helped to deliver a five per cent like-for-like sales increase in December.
The high street retailer said it is prepared to sacrifice its margin in the short term in order to maintain market share, reports Drapers.
Chief executive Alan Parker revealed price matching on its top 50 lines had helped to drive sales following a difficult October and November. The promotion was advertised prominently both in store and online at the end of last year.
"Mothercare had let its prices drift too high," Mr Parker commented. "We're improving value across our range and will push it further, across more lines."
In the 13 weeks to January 7th 2012, Mothercare saw its worldwide network sales rise by three per cent, although overall group sales dropped by 1.2 per cent. Total UK trading fell by 6.9 per cent, largely due to planned store closures.