Asda has introduced a new pricing guarantee, offering lower prices on over 2,300 everyday items compared to Tesco, Sainsbury’s, and Morrisons’ loyalty card prices. The reduced prices cover various categories such as fresh meat, produce, chilled goods, core groceries, and bakery items.
Additionally, Asda is running a promotion throughout January where customers will receive 10% back in Asda Rewards Cashpot on all fresh produce purchases made in-store. Rachel Eyre, Asda’s Chief Customer Officer, emphasized the company’s commitment to providing affordable prices to help families manage post-Christmas budget constraints without the need for a loyalty card.
In contrast, Asda faced challenges during the holiday season, with its market share dropping to 11.4% in the 12 weeks leading up to December 28, as reported by analysts Worldpanel. The supermarket experienced a 4.2% decline in sales during this period, marking its 22nd consecutive month of decreasing sales.
Meanwhile, competitors Tesco and Sainsbury’s saw growth in customer numbers, further solidifying their positions ahead of Asda in the market. Tesco recently announced a pledge to maintain low prices on 3,000 branded products as part of its new Everyday Low Prices initiative.
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