Winner: Asda Swansea
Store manager: Steve Kelleher
Opened: 1999
Size: 60,000 sq ft
Market share: 11.4%
Nearest rivals: Tesco - 0.6 miles, Morrisons - 1.5 miles, Sainsbury’s - 3.2 miles
Store data source: Analysis by CACI. Call the market planning group on 020 7602 6000

This is the first win for Asda since March. What took you so long? Asda haven’t had a great run [with Store of the Week this year] so it’s brilliant news and the team is buzzing. Tesco is half a mile away and I spend a good hour in there each week - I think it’s our service and our community focus that give us a real point of difference.

What community initiatives do you run? We run a lot nationally, such as our Tickled Pink campaign, and also locally in-store. Because we have a lot of space in this store we open it up to the community. For example we’re running a free stop smoking session at the moment.

Feedback was that staff were very friendly and willing to help. How do you incentivise your staff? We don’t have to incentivise because we have a lot of longstanding colleagues who live and breathe Asda and enjoy helping customers. To keep standards up we have two observations each day in each department. If customer service isn’t up to scratch we nip it in the bud and make sure the staff member understands expectations.

What’s selling well in-store at the moment? Back to school has been fantastic for us with a 15% year-on-year increase. We’ve backed our offering up with online, too, which we’ve been promoting on highlighters throughout the store so customers can order online and collect if we are out of stock.

What other promotions do you have on at the moment and how are they performing? We’re running a baby event in-store, with a babychair for £25 and promotions on nappies. We recently did a pet event, too.

Click & collect is an area of focus for Asda. What is your store doing? We literally last week landed our first click & collect unit and that’s been a real success. Uptake of our £5 for a month of deliveries deal, too, has literally gone through the roof. I can’t give exact figures as it’s just launched - but all I can see is that I’ve maxed out delivery holdings.

What do you like best about your job? I joined this store just three months ago but I’ve been working for Asda for 17 years. The best thing about my job is developing other people and seeing them come through the ranks. I want people development to be my legacy.