Asda plans to “accelerate” its price position and invest in new technology to improve the customer experience as it looks to position for future growth that boss Roger Burnley admits will be harder to deliver without the synergies the merger would have provided.
Asda says it is now working on marketing activities eight weeks sooner than it was 12 months ago, with the almost year-old partnership with agency AMV already beginning to bear fruit across the business.
Asda is looking to “capture the spirit of excitement that is bringing Christmas home” with its 2018 festive campaign, which will launch on ITV and Channel 4 this evening.
This week’s deal might have created the UK’s biggest supermarket group, but questions remain over how the two businesses will work together when they have such distinctive brand propositions.
To maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
The competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury’s and Asda would need some major changes, including the possibility of selling either the Sainsbury’s or Asda brand, to go through in a decision Sainsbury’s has called “outrageous”.
Sainsbury’s boss Mike Coupe believes that just because the two brands will be owned by the same company, that doesn’t mean they can’t co-exist.
The deal between the UK’s second and third biggest supermarkets gives the combined entity about 31% of the supermarket sector, ahead of current market leader Tesco.
Both brands are expected to be retained in £10bn deal that would create a supermarket group to rival market leader Tesco but is likely to raise competition issues.
The appointment comes five months after Asda’s chief customer officer announced a review of the supermarket’s agency relationships as it looks to better connect with its “value-seeking customers”.
The supermarket’s turnaround is still on track but analysts suggest it will need a better USP than being the ‘third cheapest supermarket’.
A study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
The ‘big four’ supermarket has shown signs of recovery over recent months and its top marketer says confidence is returning to the brand’s advertising.
Former Sainsbury’s retail and operations director Roger Burnley is set to take the reins.
Asda posts first increase in sales for three years as it says focus on price and customer experience has helped attract new shoppers.
Asda slowed its rate of decline in its first half but still has a lot of work to do if it wants to make up for market share losses.
The big four supermarket claims its fourth quarter numbers prove things are finally improving.