Marketing and multichannel credited as Asda sales inch up

Asda says it is “pleased” with its performance and has insisted its price-based marketing message and investment in multi-channel will pay dividends despite sales slowing in its latest quarter  


Sales from stores open for a year or more increased 0.7 per cent in its second fiscal quarter, the three months to 5 July. Sales in the supermarket’s first quarter, however, had grown 1.3 per cent.

President and CEO Andy Clarke says price promotion initiatives such as Price Lock, which fixes prices for “essential items” such as milk and bread have helped drive growth. He also credited what the supermarket calls its “clicks and bricks” strategy, multichannel initiatives such as click and collect, for helping maintain growth.  

“We’re pleased with our results in a tough market. We continued to grow our sales while also investing in holding down the price of essentials, increasing access points to Asda’s value and putting money back in customers’ pockets when they need it the most.

“Our focus on opening up more ways for more customers to shop with us, particularly in areas currently underserved by Asda, provides us with real opportunity to grow space and channels to adapt our business to today’s customer. I’m confident this focus will continue to drive growth in a sustainable way,” he says.  

Asda might have been expecting faster growth in a period when the hot weather the UK has been enjoying had Britons stocking up on ingredients for BBQs. Last week, the British Retail Consortium reported food sales drove a 2.2 per cent increase in retail sales in July, while the Office for National Statistics today (15 August) said food sales jumped 2.1 per cent year on year in July.   

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

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