Rick Bendel says Asda Price Guarantee at heart of retailer’s marketing plans

Wal-Mart international chief marketing officer Rick Bendel has defended the Asda Price Guarantee, saying it will turn around the supermarket’s slowing growth.

In an exclusive interview with Marketing Week, he says the Asda Price Guarantee is an example of recognising the role of digital and home shopping to the shopping experience of UK customers.

When Asda introduced its Price Guarantee at the end of April, it came under fire from rivals, which called the initiative a “stunt” and inconvenient for shoppers, who are asked to go online to comparison check the prices after shopping at Asda.

Bendel says the initiative is an exercise in transparency and the “most extraordinary development” in marketing.

“If you can tell the truth about your prices compared to rivals – do it,” he adds.

In the latest supermarket market share figures, Asda saw its fifth consecutive quarter of slowing sales growth.

Bendel likens the Asda Price Guarantee to the launch of the Tesco Clubcard, which he says took four years to have an impact on the business, and says it will be the same at Asda.

He says that the initiative is one of the different ways the Wal-Mart-owned supermarket is looking to increase its number of customers, as is the recent acquisition of the Netto chain.

“There are no weak players in the supermarket sector now, which tests the capabilities of retailers to adapt to customers.

“We made a clear statement of strategy to build a nationwide network of smaller stores and now it will be a big, new sector for us.”

The £778m Netto deal is subject to Office of Fair Trading approval.

Read Rick Bendel’s views on Wal-Mart’s marketing academy here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here