How would you describe Asda Gloucester? I’m actually the GSM of Asda in Hereford, but I’ve been covering the GSM at this store, Donna Pease, throughout November. Gloucester is one of our battleship shops, and one of the biggest in the region. We’ve got a big clothing and non-food range, a huge food offer and one of the largest e-commerce operations in the region. Even though we’re a city centre shop, we still retain a local feel.
Gloucester is on the edge of the Cotswolds, do you attract a lot of passing tourists? If I’m honest, it’s probably a bit far out for a real tourist bump. Visitors are more likely to come for our petrol station and café – especially if they need to top up on a long journey. Generally, our trade is a strong mix of trolley shops and then basket shops throughout the evenings.
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What is The Grocer 33 and how does it work?
You scored rare full marks for availability – is that something you’ve been working on? Last month Allan Leighton invited all the senior leaders to the ‘Zapp’ event at George House. The focus was on re-engaging colleagues, particularly on availability. Sometimes it’s important to remind people – particularly in the case of repetitive tasks, which can become quite laborious – why it’s important to do it.
You might be picking a shop for a vulnerable customer who is unable to get into store, for example. So, over the past few weeks we’ve been focused on getting deliveries onto the shop floor at the right time and making sure the home pick teams are giving customers everything they’ve asked for, or making the right alternatives.
It’s been just over a year since Leighton returned, what has his impact been? I’ve worked for Asda for more than 20 years – cut me open and I’d be green. It feels like the Asda of old. The two really big areas of focus, and the difference, have been the time put into people and Rollback. In January, the colleague discount was increased back up to 15%. It’s made a massive difference and is encouraging our colleagues, their friends and family to shop with us again. Our colleagues have been reinvigorated.
How have you found the transition from Walmart’s systems? The switch was probably the biggest disruption in Asda’s history, and everyone, from stores to depots, has had to start afresh and learn how to use the new system. That’s not been without its problems, but it’s now bedded in and made us ready for the future. There’s real excitement about the opportunity it will give us.
What have you made of the Christmas campaign so far? It’s annoyingly catchy. In years previously, our Christmas campaign hasn’t been as strong as others, but this pushes the message that Asda is the cheapest place to come and do your shopping. It reinforces everything we’ve done this year with supporting colleagues and investing in price.
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