Asda Boss Says There’s No Quick Fix for Boosting Sales

Asda Sales Strategy Focuses on Long-Term Growth Over Quick Fixes

Chairman Allan Leighton Outlines Plans to Rebuild Customer Trust

The new Asda sales strategy emphasizes investment, price cuts, and better product availability to recover from market share losses.
Chairman Allan Leighton admitted there is no easy solution, but he believes steady improvement will drive long-term success.

Pricing and Availability Take Center Stage

Asda aims to beat rivals by setting prices 5–10% lower than competitors like Tesco, Aldi, and Lidl.
Leighton explained the retailer’s profits will dip short term due to this bold pricing approach and broader investments.

However, Asda remains committed to regaining customer loyalty by fixing pricing issues and enhancing in-store experiences.
This includes putting more staff on the floor and improving product ranges and availability across locations.

Long-Term Plans Over Short-Term Profits

Despite a 1% decline in sales to £21.7bn, Leighton noted a 6% rise in profit to £1.1bn as “OK-ish.”
Still, he emphasized Asda will cut profits intentionally to focus on growth, describing this as an “investment warning.”

By reintroducing classic promotions like “Rollback,” Asda wants to re-energize its brand and re-engage longtime shoppers.
Additionally, the supermarket operates over 580 stores, 500 convenience shops, and hundreds of forecourts, ensuring wide access.

Leadership changes also continue, with Leighton stepping in last year and the CEO seat remaining vacant since 2021.
Asda now hopes its renewed Asda sales strategy will drive customer satisfaction and restore its market leadership.

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