‘This is about the customer’: Asda’s chief customer officer on its price match with Aldi and Lidl
Asda is price-matching both Aldi and Lidl, but chief customer officer David Hills states it is “not about” the discounters, and instead about “reassuring” its own consumers on price.
The idea of the price match, a form of brands positioning with another, has become commonplace in the UK supermarket sector. Tesco and Sainsbury’s, for example, both operate price matches with discounter Aldi.
But Asda has gone one step further and has introduced price-matching not only with the biggest discounter Aldi but also with Lidl, in a move designed to “reassure” consumers of the supermarket’s value credentials, says chief customer officer David Hills.
The supermarket has consistently been the cheapest out of the traditional supermarkets, claims Hills, citing Asda being awarded The Grocer’s accolade for the cheapest full-service supermarkets for 26 years in a row.
The object of this price match campaign to draw more attention to that offering.
“We are the lowest price full-service supermarket,” says Hills. “This is just putting a badge on those prices, to reassure our customers that we’re not going to be beaten in the market.”
