Asda announces a £13 million investment in store hours for the festive period, aiming to counteract declining sales.
- Sales for the third quarter, excluding fuel, fell by 2.5% to £5.3 billion, although showing improvement compared to the previous quarter.
- Customer perceptions are on the rise as Asda prioritises improved availability and customer experience across stores and online.
- Asda’s Rewards loyalty app plays a significant role in transactions, with over 6.8 million regular users since its launch.
- Ongoing enhancements in quality and value through the new Exceptional range signal Asda’s commitment to sustained growth.
Asda has committed to a £13 million increase in store hours during the festive season in response to a 2.5% drop in third quarter sales, with sales figures reaching £5.3 billion. This financial move comes as part of Asda’s strategy to enhance customer experience and ensure optimal staffing levels during the busy holiday period.
The company’s efforts in improving availability and enhancing the shopping experience appear to be yielding positive results. Asda has reported notable progress in customer perceptions regarding product availability both in physical stores and online. This development is part of a broader strategy outlined in their second quarter update, focusing on availability, customer satisfaction, and value investment.
Stuart Rose, Asda’s chairman, reflected on the substantial transformation the company has undergone over the past three years, which included doubling their store footprint and venturing into new markets such as convenience and food-to-go sectors. These changes, aimed at long-term growth, have temporarily impacted customer experiences in stores. Rose emphasised their commitment to delivering exceptional service and product quality, especially during the Christmas season.
The Rewards loyalty app is an integral component of Asda’s customer engagement strategy, accounting for nearly 57% of all transactions. Since its introduction in 2022, the app has amassed over 6.8 million regular users. The launch of ‘Rewards Mega Weekend Deals’ has successfully attracted more than 300,000 new customers and boosted weekly sales by 1.2%.
Moreover, Asda continues to invest in product quality, particularly through its premium Exceptional range. Recent additions to this range have seen sales increase by 98% year on year, underlining the positive reception from customers. These efforts are part of Asda’s broader agenda to improve store standards and provide a consistent shopping experience across various formats.
Asda’s strategic initiatives and investments underscore its dedication to reversing sales declines and enhancing customer satisfaction.
