Retail News: Retail choice - Asda Essentials, Northampton

Bryan Roberts, Global retail research manager, Planet Retail, Marketing, Wednesday, 12 April 2006, 12:00am,

The Asda Essentials store in Northampton is all about the Asda brand - or as the retailer puts it, 'We're so proud of the Asda brand, we've built a store around it.' With manufacturers' brands making up only 5% of the offer, it is Asda's own-label ranges that steal the show. Backed by a strong price message throughout the store's point-of-sale material, many examples of which are a parody of manufacturers' slogans, Asda is positioning itself as the consumer's champion, and the store should do well.

Direct price comparisons between Asda products and their branded equivalents underscore the retailer's value credentials. The outlet is essentially a small discount-style supermarket, but with its wide aisles, attractive decor and decent lighting, it is a more pleasant place to shop in comparison to rivals Aldi and Lidl.

The opening of the store is a significant step in Asda's marketing repositioning, which has seen the adoption of the 'More for you for less' strapline. The only potential problems are suppliers becoming cheesed off with the price comparisons, new shoppers being bewildered by the assortment of products and Asda's ability to ensure availability in what is likely to be a highly successful concept.

Design: In-house.

This article was first published on Marketing