CorpComms Magazine

Supermarket giant Asda is to give customers a greater say in how its stores are run as part of a new customer loyalty initiative.

The move follows Tesco's revamp of its Clubcard scheme, which saw customers awarded double points, while Sainsbury's recently launched an in-store voucher scheme.

From January, 18,000 regular Asda shoppers will be given access to products before they are launched into the marketplace. They will be asked for their opinion on issues like packaging under the initiative 'Chosen by You'.

A new blog, Aisle Spy, has also been launched while Asda has also introduced a number of webcams within various operations, including a dairy farm, carrot processing plant and its Leeds-based head office.

A new transparent store will open in South West Wales next year, where screens on the shop floor will reveal what is going on behind the scenes and glass walls will provide customers with access to areas from which they are usually banned.

Chief executive Andy Bond said: '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.'

A new 'Bright Ideas' initiative has also been launched. Customers who come up with the best way for Asda to save money will receive a reward worth up to five per cent of the savings if their idea is put into practice.

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