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Asda wants consumers to ‘lift its lid’

Supermarket wants to change customer relationship

ASDA logo

Asda sell several own brand digital radios under their own brand name

Asda has unveiled plans to give more power to its customers over what it sells and how it operates.

Asda‘s chief executive said he wanted to empower consumers to ‘help make decisions that have an impact on what we sell and how we sell it.’

Asda – which earned mediocre scores in our high street shops survey and online supermarket survey –  hopes to get closer to customers by encouraging them to join its 18,000-strong shopper panel.

Money-saving ideas

Asda says panel members will be given ‘unique access’ to products and be ‘a big influence on purchasing decisions’ from January 2010.

Asda has also launched a scheme to reward the customer who comes up with the brightest idea that saves it money. If the suggestion is implemented and saves the supermarket a significant sum, the customer will receive 5% of the first year’s saving.

Online shopping

As context for these measures, Asda commissioned research which showed 85% of respondents had shopped online in the last year. 

It also found that 33% of people had supported online campaigns in the last year. 

Which? aims to make consumers as powerful as the organisations they encounter in their daily lives. It is currently campaigning on access to NHS dentists, responsible banking, simplifying energy bills and healthy eating. Find out more about our campaigning work. 

Potential planning law change

Meanwhile, the Competition Commission announced today that it has recommended to the Department of Communities and Local Government, and to the relevant authorities in Scotland and Northern Ireland, that they introduce ‘a competition test in planning decisions on larger grocery stores’. 

This would prevent new stores or extensions to stores by retailers who already have a strong presence in an area. 

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