Asda introduces a new pricing pledge, offering over 2,300 everyday products at lower prices than Tesco, Sainsbury’s, and Morrisons loyalty card rates. The reduced prices include various categories such as fresh meat, produce, chilled goods, core groceries, and bakery items.
Additionally, Asda is running a promotion in January where customers will receive 10% back in Asda Rewards Cashpot for all fresh produce purchases made in-store. Rachel Eyre, Asda’s Chief Customer Officer, expressed that the initiative aims to assist families in managing post-Christmas financial strains by providing competitive prices without the necessity of a loyalty card.
The supermarket chain’s market share dipped to 11.4% in the 12 weeks leading to December 28, marking a challenging Christmas season. Asda experienced a 4.2% decline in sales during this period, continuing a trend of sales decreases for the past 22 months.
On the contrary, competitors Tesco and Sainsbury’s saw an increase in customer numbers during the same period, further solidifying their positions ahead of Asda. Tesco recently announced a commitment to maintaining low prices for 3,000 branded products as part of their Everyday Low Prices initiative.