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Asda, Walmart’s U.K. retail operation, is looking to have the last word when it comes to low prices with its “Asda Price Guarantee,” introduced yesterday, which is a rock-solid vow to shoppers that the company can’t — and won’t — be beaten on price.
And to put its money where its mouth is, Asda says if shoppers can purchase a basket of eight or more comparable products cheaper elsewhere, the retailer will give them the difference, plus a penny more for good measure.
“Our grocery guarantee puts an end to the phony price wars that most shoppers are sick of,” notes Asda CEO Andy Bond. “Plain and simple, our Price Guarantee is our cast-iron promise that your basket of shopping will always be cheapest at Asda. And for the millions of shoppers who go elsewhere, my challenge is this — come to Asda this weekend and see for yourselves how much you’d save.”
The launch of the Asda Price Guarantee heralds the official end of the grocery price war between all the major supermarkets, and covers over 13,000 branded and own-brand products, and items on promotion.
Asda shoppers can activate the Asda Price Guarantee by using a three-step process, which the grocer refers to as “shop, check, and smile”:
—Shop: Customers do their regular shop at Asda, remembering to keep the receipt
—Check: After 9 a.m. the next day shoppers go to www.asda.com/priceguarantee to enter their receipt details to see how much their grocery shop would have cost at other supermarkets
—Smile: In the small number of instances they’d have paid less elsewhere, Asda will give them a printable voucher for the difference — plus one penny — that can be redeemed against their next Asda shop
The Web-based price checker was developed and is run by a third party — mysupermarket.co.uk — to ensure objectivity, guaranteeing its independence. It will also be available to grocery shoppers at www.asda.com.
Mysupermarket.co.uk will compare like-for-like branded or private label groceries, accounting for around 70 percent of all grocery sales at Asda.
Around 10 percent of products at Asda are unique to the store and therefore not included in the price checker.
Leeds, Yorkshire-based Asda operates 374 stores, including 25 ASDA Living stores, 23 depots and eight recycling centers across the United Kingdom (Great Britain and Northern Ireland).