Asda Panellists to Help Define Product Strategy

UK retail giant Asda plans to 'empower' consumers by enabling them to get involved in every aspect of the business - from product development to the look and feel of packaging.

From next January, the firm's existing panel of 18,000 regular Asda shoppers will be given access to products before they go into store.

The panel, which is to be re-named 'Chosen By You', will provide a platform through which customers are consulted in every aspect of the business. The firm says they will have a big influence on purchasing decisions by being involved at the start rather than the end.

In addition, the firm will be rewarding the customer who comes up with the 'brightest idea' that saves the business money. If the suggestion is implemented and saves Asda £2m, the customer could receive a cheque for £100k, or 5% of the first year's saving.

President and CEO Andy Bond describes his vision for engaging with the consumer as a bid to empower them, build their trust and earn their long-term loyalty.

'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,' explained Bond.

The company has also launched its new blog 'Aisle Spy', and introduced a number of webcams within its operations including at its dairy farm, carrot processing plant, and its head office in Leeds. This, it says, will enable customers to trace the journey of every Asda product: 'from farm to fork or warehouse to wardrobe'.

Web site: http://your.asda.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.