Asda scraps popular pricing scheme which makes food shops cheaper for customers
Asda scraps popular pricing scheme which makes food shops cheaper for customers
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Asda has axed its Aldi and Lidl price match scheme in its supermarket stores just one year after it was launched. The scheme - which matches the price of certain items with Aldi and Lidl or makes them cheaper than - has been scrapped to help fund a major investment in slashing costs for a wider range of items in Asda stores, according to a report from Grocer Magazine.
The price match scheme was first introduced into Asda stores last January, and at the time, the supermarket was the only chain to include both Aldi and Lidl. Morrisons later brought in the same scheme. Other chains such as Tesco, Sainsbury's have only matched against Aldi. More than 400 products were included in Asda’s Aldi and Lidl price match scheme by June last year.
Other major supermarket chains, including Tesco and Sainsbury's, also have the pricing initiative in their UK stores. The move was reportedly spearheaded by returning executive chair Allan Leighton. It is believed Leighton - who was CEO at Asda from 1996 to 2000 - wants to seize back control over Asda’s messaging and not be seen as “dancing to the tune of the discounters” in his quest to turn around the chain's finances.
A website page devoted to the price-match scheme on Asda's website no redirects to a message which says: "Our Aldi Lidl Price Match has now finished, but don’t worry, we’ve got plenty of special offers across our entire groceries range. Just visit our offers page to find out more.”.
The news comes as Asda is set to launch a new price-cut rollback campaign which will span both in-store and online product ranges this week. According to reports, the chain will revise its advertising slogan, "That's Asda Price," along with the pocket tap, which has been associated with the supermarket since the 1990s.
