Don’t get us wrong, we’re all for delivering customer value – especially during a recession. But if a survey by industry magazine The Grocer is to be believed, Asda is currently indulging in the price-cutting equivalent of greenwashing.
The supermarket, which announced last week it would be cutting the number of buy one get one free offers in favour of more straightforward price-cutting, has been found by the magazine’s 33 shopping basket database, which monitors items across 12 categories, to be cutting prices by minute amounts in order to stay the cheapest.
In fact, of around 5,000 of Asda's price cuts monitored by the survey, just over half were found to be worth a very disappointing 1p.
A spokeswoman for Asda chose to see the bright side of the report, saying the cuts make the supermarket ‘the undisputed price leader’. “That’s why by Easter we will have 12,500 prices net since January 1 with dozens of deep rollbacks on the way,” she breezed – either ignoring or failing to see the point that such behaviour is pretty much meaningless when import prices are rising and overall food price inflation is currently running at around 10%.