Allan Leighton has called on Asda staff to contribute ideas about how the supermarket could be improved, as Asda seeks new ideas to drive its turnaround plan and win back shoppers.
The supermarket’s ‘Tell Allan’ feedback channel, which was first rolled out under Leighton in the 1990s, was brought back earlier this month. Staff have been asked to email Leighton with their “ideas, big or small” for how the supermarket could be improved for customers and colleagues.
Asda has brought back the old-school initiative as a simpler way for staff from all parts of the business to share thoughts directly with the senior leadership, as well as to capture ideas not typically shared via its regular feedback channels, The Grocer understands.
In return for their suggestions, staff are rewarded with a branded Tell Allan pen. Those who share “the very best ideas” can win additional Asda Star points – internal colleague recognition points that can be redeemed in return for discounts and vouchers.
Leighton – who has legendary status at the West Yorkshire supermarket for leading a turnaround in the late 1990s – is on the hunt for fresh ideas to breathe new life into his latest attempt to revive Asda, following a dismal couple of months.
Asda was the only supermarket to lose market share over Christmas, prompting a major sell off by bondholders. It followed the disastrous fallout from completion of its Project Future IT decoupling from Walmart, which led to bottlenecks in depots and empty shelves, pushing back Leighton’s progress by six months.
Leighton has previously said it could take three to five years to restore Asda to its past glories. He has insisted that his turnaround plan, which hinges on ensuring Asda’s is the cheapest major supermarket by 5%-10% compared to rivals, is working despite the recent slowdown.
He came out fighting in the New year, vowing to undercut Tesco, Morrisons and Sainsbury’s loyalty prices by up to 50%. However, Asda store standards remain inconsistent, leaving some suppliers and analysts to question whether the plan is focused too heavily on price.
An Asda spokesman said the business had been encouraged by the response to Tell Allan, which had generated “more than 200 ideas from across the business” so far.
“We know colleagues’ ideas genuinely make a difference, so it’s brilliant to see so many coming through, and we’re looking forward to bringing the best of them to life for customers and colleagues alike,” he said.
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