Asda Transparency Effort Empowers Its Customers
Asda, the UK’s second largest retailer opened a “transparent” supermarket in South West Wales last year.
The store which opened about a year ago, has glass walls instead of the usual brick, and shoppers will be able to see areas of the supermarket that are normally not in view.
The idea behind the transparent store is to differentiate the Asda shopping experience from that of its rivals, and build customer loyalty.
Andy Bond, Asda’s chief has embarked on a strategy of trying to gain increased customer loyalty by giving Asda customers more say in how its stores are run.
The company through its Your Asda campaign gives customers the ability to comment, compare, complain and even choose the products the store carries as well as help in its product development though things like packaging.
Mr. Bond says transparent store represents the Asda ethos and he wants to “lift the lid on how we do things, and enable our customers to help make decisions that have an impact on what we sell and how we sell it.”
So whilst Asda rivals are trying to win customer loyalty, through loyalty card and voucher programs, Asda has taken another route, one of empowering its customers.
The retailer has even introduced a brightest idea competition, where customers can suggest ideas that will save both the company and ultimately Asda customer’s money. Winners could receive as much as five percent of the savings if their ideas are implements.
Mr. Bond explains: “It’s about entering a new partnership, working with customers rather than simply working on behalf of them.”
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