Andy Bond has set out his vision for a new era of “democratic consumerism”, saying trust and transparency are key to earning real customer loyalty.
At the launch event earlier today he spoke of his ambition to:
- Empower consumers to help make key business decisions
- Enter into a new phase of openness and “behind the scenes” access
- Build foundations for creative collaboration between business and consumers
You can watch the hour-long event in full again here and you can hear an interview Andy gave to Jon Gaunt of The Sun below.
Andy told journalists: “My ambition for Asda is to actively involve customers in every aspect of the business, to lift the lid on how we do things, and enable our customers to help make decisions that have an impact on what we sell and how we sell it.”
And he announced three initiatives that aim to bring customers into the heart of the business and mark the first step in Asda’s journey into a new phase of openness.
Chosen by you: Customers will help us decide which products to stock and be involved at each step of the process, from product development to the look and feel of packaging.
Transparency: We’re using the Your Asda website – and a brand new blog Aisle Spy – as an “access all areas” window into the world of Asda; rather than telling customers about what’s happening behind the scenes in the business, Your Asda and Aisle Spy will show them.
Bright ideas: We will reward the customer who comes up with the brightest idea that saves the business money. If their suggestion is implemented and saves Asda £2 million, they could be in line to receive a cheque for £100,000 – or five per cent of the first year’s saving.
Andy said the digital explosion and a sharp decline in trust in government and business has led to a new era of “democratic consumerism”.
He said: “Events over the past year mean that faith in big businesses is lower than it’s ever been – because people have stopped trusting what’s going on behind closed doors. So, from today, there is no ‘behind the scenes’ at Asda.
“Our aim is to be a truly open, accessible and transparent business so that we can rebuild trust, and drive customer loyalty. I firmly believe that customer loyalty cannot be bought with plastic points or discount vouchers. It has to be earned.”
Listen to Jon Gaunt’s interview with Andy below:
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4 Comments for "Andy Bond lifts the lid on how we do things at Asda "
I am a graphic design student answering the brief of how supermarket giants such as ASDA, Sainsburys and Tesco could use their strong brands to re-establish community spirit, which has been driven out gradually since the mass growth in convenient supermarkets. [...] Local produce may already be the key to answering your democratic campaign. Instead of asking a bewildered population, overwhelmed with countless options of what you should stock in your stores, why don’t you enlighten us on the great things that are already out there – which will benefit the local communities, your stores, and an opportunity for sustainable living by getting lazy people off of their backsides and allowing them to cook even the most basic of classing meals for themselves. And no, beans on toast doesn’t cut it!
Hi Rob, thanks for your comment. I’ve checked the situation for you and we’re currently selling the item you mention at around 10p below the retail sales price. The price rise you refer to came about following the commodity rise on wheat in 2007/8. We haven’t done any Rollbacks on this product since Feb this year but we’d certainly consider re-visiting this. I can’t promise anything at this point, but based on your feedback I’m happy to review where we are and see what can be done. Thanks for highlighting!
Andy is building the supply chain of the future. It’s good to see that transparency is built into our supply chain and the customers are in the forefront in deciding the product life cycle analysis. It drives the message of ethics & environment sustainability in a big way which we work in Asda because consumers at the end of the day would not like a product made by workers under sweatshops or workers treated badly.
Ramesh Ethical Trading Manager Asda
Andy you asked for feed back etc well here is mine.
I shop (ped)!! at York ASDA for years. and am an oldie. My aunt even was offered a quarter of Craven Dairies Shares for £5000 in the 1950s so that how far back I go.
12 years ago I got bowel cancer and found that a sugar free cereal was the answer. I bought plain puffed wheat at York ASDA which was great. The price stayed low for many years and was 74p per box until a couple of years ago when it shot up to £1.38 almost overnight. Sainsbury/Morrison etc all are still below £1 and I now buy from Morrisons at 93p per box and therefore I dont go near ASDA for my main shop.
Has anyone looked at your Plain Quaker- Puffed wheat price recently?? at a 40% over price on your competitors you are either being over charged by your supplier or you think you have a cash cow. Cash cows often have a diminishing returns saga which usually end in some bright spark cutting the product because it seems no one wants it. What Chumps (as that seems a good Mandy word) Tesco have already dropped the puffed wheat on those grounds as they have dropped me as a customer.!!!
For the loss of a nail a horse was lost etc etc…......
Rob York