0543 William Reed - Asda-2

Store: Asda Cheltenham

Food trading manger: James Nevitt

Opened: 2014

Size: 28,000 sq ft

Market share: 9.95%

Population: 218,559

Grocery spend: £6,003,836.49

Spend by household: £63.98

Competitors: 51

Nearest rivals: Aldi 2.0 miles, Asda 5.1 miles, Co-op 1.3 miles, Iceland 0.9 miles, Lidl 2.0 miles, M&S 2.0 miles, Morrisons 1.0 miles, Sainsbury’s 2.0 miles, Tesco 1.2 miles, Waitrose 1.9 miles

Source: CACI. For more info visit www.caci.co.uk/contact. Notes: Shopper profiling is measured using Grocery Acorn shopper segmentation. Store catchment data (market share, population, expenditure, spend by household, competition) is within a five-mile radius.

For CACI’s shopper segmentation of the other stores we visited this week see our service & availability report

How long have you worked for Asda? For about eight years. I started as a colleague here at Cheltenham and I’ve worked my way up. I was 17 when I first started and I went to university between to study business and management and came back and worked my way up into a section leader position. It’s brilliant in terms of the progression opportunities and what they can offer you through the step-up programmes. So it’s been really good.

Favourite moment from your career? There’s lots of brilliant moments at Asda. Probably one is working with some of my mentors over the years that have really helped me excel my career and the way they’ve challenged me to be able to grow and develop within the store. And just working with the colleagues on a day-to-day basis. The colleague base is so extremely hard-working and they’ve always worked with a smile on their face.

What have been the main challenges you’ve encountered over the past year? Obviously the big government legislation on HFSS is going to come into effect on 1 October. We’ve been all working very hard to adapt our shops to ensure we’re compliant – but whilst continuing to deliver great offers to our customers in an accessible way.

Do you feel prepared for the HFSS legislation coming in? Yeah, absolutely. We have some great company guidelines and the teamwork beneath the ground pushing through to help us deliver that target is well underway.

What changes have you seen to customer behaviour because of the cost of living crisis? I think everyone’s a little bit more conscious of what they buy. The [expansion of the] essential lines is something that’s been really well responded to by Asda and I think a lot of people are very interested in those products at the moment. As a company we are always proud of keeping our prices low and the launch of our Just Essential range is very popular and low-priced to help make shopping more affordable. But also we’ve got the really exciting Asda rewards scheme which has been launched, which is simply rewarding our customers for shopping with us. It lets our customers earn pounds and not just points. And we also have star products which give customers 10% back into their cash pots. They can turn those into vouchers to spend at store. We currently have amazing offers down our rewards seasonal aisle.

Your store did well on availability this week. How do you ensure you keep it so high? I should probably start with the team here. We have an incredible team here at Cheltenham. They’re friendly, warm and welcoming to everyone, but they all strive for the perfection to give our customers the best shopping experience and they drive availability through perfect processing and shop floor standards to make it easy for customers to shop.

Is there anything else you’d like to say about your store’s win? I just wanted to add that Stuart Goldspink was our store manager and it was his last week before his retirement. He’s worked with the company for over 30 years. It was a pleasure to work with him and I do believe that this is a great accolade as he heads into his retirement.