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Asda widens 10% price Guarantee to non-food

Asda’s 10 per cent price guarantee is being extended to non-food lines such as electrical goods and toys, the supermarket has announced.

Speaking at the British Retail Consortium’s annual conference in London, Asda chief executive Andy Clarke said the move was a "natural extension" of its price pledge, which guarantees that a fixed basket of grocery products at Asda stores is 10 per cent cheaper than at rival supermarket or Asda will refund the difference.

The retailer claims 3 million of its customers check prices because of the guarantee scheme, which was launched last year.

"We’ll look to keep extending the Asda price guarantee," said Clarke. "To see what price you’re paying [compared to elsewhere] is going to become even more important for general merchandise."

He added that electronics, home wares and seasonal items such as toys "are market opportunities where mums this Christmas will be thinking really hard when they’re shopping for Santa."

Source : Ian Quinn - The Grocer.co.uk
www.thegrocer.co.uk/articles.aspx?page=articles&ID=218647

10 June 2011
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