Chief customer officer David Hills joined the Asda in September with plenty on the to-do list. The brand needs to mee the need of customers still suffering from the cost of living crisis, and do so in a highly competitive category where the established brands are losing share to discounters.
His solution to this complex set of challenges? Keep it simple.
Hills, who spent 16 years at Aldi before joining Asda, tells Marketing Week the ultimate test for any supermarket is whether customers like the brand “a little bit more” than its competitors.