Asda to ditch their Price Guarantee?
With the UK's populace getting really bored of shops throwing confusing offers, preferring to shop at places that just keep things cheap, Asda have finally caught wind of the mood, and have confirmed that they're looking at their Price Guarantee loyalty scheme, and now it is officially "under review".
Before anyone gets too excited, Asda may well be keeping the scheme and simply look at reviewing the terms, and looking at the way they market it to customers. However, in that review, they may also decide to ditch it altogether.
As well as a general malaise toward these things, another issue that Asda will be mindful of, is how their Price Guarantee has been challenged by rivals in the past, which resulted in the Advertising Standards Authority banning an advert which promoted it.
Either way, while Asda's Price Guarantee asks their customers to compare the cost of comparable groceries, and then work out whether the total cost is 10% cheaper at Asda or not, resulting in a voucher that you can spend at Asda, people have been drawn to Lidl and Aldi, where things are just cheaper than everywhere else. No messing.
Of course, Morrisons recently ditched a similar scheme, which could well sway Asda who, in a review called 'Project Renewal', vowed to get themselves back to a “simpler way of doing business” in order to “deliver market leading value in a way customers will notice”.
Chief executive Andy Clark said: “Increasing our focus on the core business means strengthening some areas while pausing activity in others which will allow us to sharpen our customer offer and continue to improve operational efficiency. I’m confident that by reinforcing our offer we can further extend our price advantage over major competitors and close the gap against the limited assortment discounters – not only on price, but across range, service and quality.”