Clarke: clarity on pricing key to Asda's sales success
Like-for-like sales at Asda grew by 0.5% in 2011, excluding VAT and fuel.
Chief executive Andy Clarke said a particularly strong run-up to Christmas helped like-for-likes grow by 1% in the 14 weeks to 7 January.
“We were pleased to see our plan work over Christmas,” said Clarke. “It’s a modest amount of growth, but there has been decline in the market overall. We see this as a real positive.”
Clarke said Asda’s 10% Price Guarantee and the conversion of 147 former Netto stores were keys to the success in 2011.
“The Price Guarantee is well recognised now and is being used by a regular 500,000 customers a week,” Clarke said. “It gives us better clarity on pricing.”
Clarke also pointed to the latest Kantar Worldpanel figures, which showed Asda growing sales at the fastest rate among any of the big four. Asda has also boosted its market share by 0.6% to a record 17.5%.
Readers' comments (1)
Q Fazeli | 06 Mar 2012 21:20
Could it be that their price guarantee is based on items on their website that do not exist?
When customers place orders on line, the price may be low, but they never have the stock. They may as well sell an Airbus A380 for £1.
As their customer service told us, they place items on their website to optimize their SEO. It doesn't matter if the goods are in stock or not.
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