Asda 'empowers' consumers through product consultation
LONDON - Asda is attempting to 'empower' its customers and help drive brand loyalty by letting them help choose products going into stores.
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The supermarket is expanding its ‘Pulse of the nation' shopper panel to let customers get involved in choosing products such as the designs in forthcoming George clothing ranges.
Asda is naming the panel ‘Chosen by you' and will build on its community panel of 18,000 regular Asda shoppers.
From early next year, the supermarket will launch a ‘Bright Ideas' reward scheme, offering consumers up to 5% of the money saved by Asda if it is put into action.
Asda President and chief executive Andy Bond said the digital explosion and a sharp decline in trust in government and business has led to a new era of ‘democratic consumerism'.
The supermarket is also expanding its ‘Your Asda' corporate website, introducting a blog called Aisle Spy, with head office staff views and webcams showing consumers what Asda's manufacturing processes and head office are really like.
Comments
Martin Thomas - 02/10/2009
Another smart initiative from Asda. You get the sense that they actually believe in leveraging consumer empowerment, rather than simply seeing it as an opportunity for some short-term publicity. It will be interesting to see what in-store profile they give to this initiative.