Asda powers up community involvement
Asda’s Community Life pilot program in 31 stores today
All stores to launch in 2012
At the 2011 IGD conference today, Andy Clarke, Asda president and CEO, announced the retailer has embarked on a program that will build on its long-standing and rich heritage of community involvement.
“In the UK, what people want and need in their lives now is a sense of ownership, unity and security. This is the new wealth. And it can only be found in community,” said Andy Clarke.
“The retailer that innovates around community and operates with the consent of community will be the retailer of the future.”
From raising money for breast cancer charities, its apprenticeship programs, to waste reduction and saving money people that they can spend elsewhere in their communities, Asda has always had a great track record.
It will build on this heritage by introducing “Community Life” to make an even bigger difference â€“ already underway in 31 locations from Doncaster to Donnington Wood, empowering colleagues to do even more.
Alongside their store managers, new Community Life Champions â€“ ordinary colleagues with a heart for their communities – have been given dedicated time to find new ways to serve their neighbours. These Community Champions are inspiring their store colleagues to find ways to get involved and support their community.
The trial has already exceeded expectations and Asda colleagues are making a difference. Community Champions are now spending a day a week serving local organisations; community events are hosted in store every month; space has been opened up for local groups to meet; customers are deciding which local causes to support with the new charity program “Chosen by You, Given by Us”; and colleagues are meeting with local leaders every month to help build stronger relationships.
Community Life will be rolled out to all 500-plus Asda stores and depots across the UK in the first quarter of 2012.
“Government cutbacks are creating a shift in British society toward more reliance on communities — whether it’s for health care, education or making ends meet during a rough patch. Community Life is another big step to being a better part of the daily lives of our customers,” added Andy.
“At Asda, we’ve set the goal to be number one for community in the UK. Retail must lead, and Asda will lead retail.”