The supermarket said yesterday (28 April) it will guarantee that the cost of an Asda shopper’s basket will be lower than that of the same basket at its leading competitors. If it’s not, Asda guarantees to repay the difference. Customers are encouraged to check their receipt online against other supermarkets.
However, the Walmart-owned supermarket’s move has been derided by its rivals.
Morrisons group trading director Martyn Jones, says: “Rather than relying on stunts to attract shoppers, we give customers all round great value with exciting, deep-cut offers which benefit more shoppers, more often.
“We’re committed to offering real value to our customers, who we know come to us for exceptional quality.”
He says it is not possible for Asda’s customers to compare prices with Morrrisons’, as they are not published online.
“We would also question the ability to be accurate about an on-line price-matching claim or to try to match the quality, value and service that we provide,” he adds.
A Sainsbury’s spokesperson says “Our customers shop with us for great products at fair prices. People lead very busy lives and not everyone has constant access to the internet, so we check prices constantly and reductions are made in our stores so that all our customers can benefit equally from our competitive pricing when they shop with us.”