Supermarket launches guarantee
Asda, the British section of the American Walmart family, have now introduced a price guarantee scheme to put them ahead of other leading brands in the post Christmas season. It’s expected that this new scheme will make them 10% cheaper than other major rivals Sainsbury’s, Tesco, Morrisons and Waitrose.
They say this will be done by checking that every Asda shopping basket on a price comparison website is 10% cheaper than all the major rivals and if this is not the case, the customer will be given a voucher which makes up the 10% difference instantly. These vouchers can then be used in all Asda stores in the country. Previously, Asda’s price guarantee involved refunding the difference of the shopping plus a penny and since it was launched last April over a million people have used the scheme.
In November, Asda re-launched their own brand grocery section which was helped into practise by their sales growth, however in December industry figures showed that they were lagging behind Tesco and Sainsbury’s. These new price guarantees come after Tesco and Morrisons started their own initiatives – Tesco have claimed they will now save the average shopper £27.84 on their shopping and Morrisons have launched their “biggest ever price crunch” to cut the cost of over 5000 items and save shoppers £210 million in total. They pledged to cancel out the effects of the increased VAT rates by reducing the average grocery basket by £39.27 a week.