Ouch – Supermarket Price War Heats Up

2 02 2011

Hot on the back of my Asda post last week, Marketing Week has today reported that the supermarket has had some of its Asda Price Guarantee ads banned by the ASA, this follows complaints from Morrisons and Tesco.

You can read the feature here:

http://www.marketingweek.co.uk/3022949.article?cmpid=MWE01&cmptype=newsletter&email=true

We know times are tough, however I can only stress how important it is for retailers to place a value on their own  integrity, and the need to be honest and transparent with their customers – especially when it comes to price.

This is why I particularly like JLP for staying true to being “Never Knowingly Undersold” you just can’t argue with its honesty and it certainly makes it easy for customers to trust them.

Price will continue to be central to supermarket marketing strategy.However the supermarkets have to understand that as customers become more price sensitive their pricing strategies will come under increasing scrutiny from customers and competitors, making it even more important to ensure that all price led offers and promotions are genuine and fully transparent.

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