According to trade publication The Grocer, the struggling supermarket’s recently returned Chief Commercial Officer, Darren Blackhurst, announced an overhaul of its commercial strategy at the event, with suppliers being told the reset would be based around SKU duplication removal, rather than a range cull, with a focus on core lines, more space and better buying.
In addition to a drive for greater simplicity, Blackhurst is reported to have said that Asda’s buyers would seek to reset the relationship with suppliers by focusing less on its troubles and spending more time building partnerships.
Meanwhile, Leighton reiterated Asda’s drive to become up to 10% cheaper than its traditional supermarket rivals, arguing that growth in the discount channel was limited for brands, given that Aldi and Lidl were continuing to prioritise own label.
Speaking to The Grocer after the event, Blackhurst said: “As we shared at the event, a strong Asda benefits everyone, and there is a big opportunity to build the right customer proposition together and unlock profitable growth.
“We’re focused on simplifying how we work by reducing duplication, making better use of space to sell more volume and improving choice by strengthening our own-brand and premium ranges. As we start to buy better and build better relationships with key suppliers, we can maximise efficiencies, reinvest in price, drive volume, and ultimately grow market share.
“We want to work with our suppliers constructively and in a collaborative way to improve the offer for the 20m customers who shop with us every week. Our buying teams are looking forward to getting out to meet our suppliers in the coming weeks to build on their plans.”
NamNews Implications:
- SKU duplication removal, rather than a range cull…
- …a focus on core lines, more space and better buying…
- …more time building partnerships…
- …to build the right customer proposition together.
- And all against the clock.
- Over to you…
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