$1,674 $m
Asda remains the U.K.’s second-largest grocery retailer, according to Kantar figures. In a crowded supermarket space, Asda is one of the brands most strongly associated with value for money and the brand’s advertising continues to reinforce this, promising better value than the competition or your money back. In an attempt to gain consumer intelligence and tailor its price guarantee program to customers, Asda launched Mumdex, a study of 4,000 mothers who shop at the chain. Convenience remains a priority for the brand, which has expanded its click and collect service to branded collection points outside of stores and in Asda’s branded petrol stations. Similarly to Tesco and Sainsbury’s, Asda is increasing its non-food offering, launching standalone George stores over the summer, and franchising George outlets in the Middle East.