Steve Dresser’s Post

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CEO at Grocery Insight - transforming retail with global expertise - focused on giving retailers and their teams processes that actually work. Board level exposure. We don't see stores, we see opportunities.

Asda expanding Exceptional is a broadly sensible move. Driving margin, point of difference etc. But it's evocative of Tesco 2013. They revamped Finest with the block signage and highlighting of it everywhere. The challenge is that it impacts price perception. You have to be so careful, Tesco can do that now as their price perception is strong. Almost can "treat" yourself due to the low prices; Aldi match etc. Then Finest becomes "aspirational." The challenge for Asda is that another message alongside Aldi/Lidl match (one of the most challenged campaigns ever), Low price lock, Cashpot loyalty, Joe Wicks Cashpot for Schools plus the branded messages absolutely everywhere..... Just overloads the customer and achieves nothing. The Asda customer is price sensitive and highlighting premium in ordinary times would be a refreshingly different as a message. Alongside their relentless pricing message. But in the current environment; I am concerned that it'll alienate more customers in search of value, as the prices for premium product are naturally higher by default. Not easy. #asda #retail #premium #messaging

Simon Dunn

Expert fractional Category Management | Category Director | FMCG / CPG | Growth Strategy & Execution | Training | Outsourced support

2mo

The last couple of times I've been into Asda I've been amazed at some of the things they've chosen to put on display - products with no promotion on gondola end, lightweight deals when arguably most if not all the ends should be screaming value to try to move the dial on price perception. Absolutely agree with your post - yes do the nice stuff, trade ups etc, but surely #1 priority has to be recover leadership on price (at least amongst the non-discounters)..

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