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May 22, 2006

UK: Asda drops bogof offers

Asda, the UK’s second largest retailer, has said that it is going to cease offering periodic buy-on-get-one-free offers, instead focusing on “every day value”.

Asda, the UK’s second largest retailer, has said that it is going to cease offering periodic buy-one-get-one-free offers, instead focusing on “every day value”.

“Our philosophy has always been to offer everyday low prices,” an Asda spokesperson told just-food today (22 May).

“We had some feedback that said customers wanted bogofs, so we gave it a try. After some more recent feedback, we found that this was actually chipping away at consumer confidence in our pricing transparency,” Asda explained.

“Customers can still get the same great value,” Asda said, giving the example of their pricing of Mars ice creams. The retailer said that in most supermarkets Mars ice creams are usually sold at the regular price of GBP1.99 and can be purchased as a two-for-one during price promotions. Asda will be selling the same product at the regular price of GBP1, and will not offer any bogof promotions.

“Customers still get the same value, but they can just buy one packet for one pound if they want. There is a lot of fluctuation on bogofs, and Asda customers will be shielded from this – we’ll be offering the lowest prices everyday.

“We hope that this policy will cut through customer confusion, they will not be at the mercy of what a product will cost from week to week,” Asda told just-food. 

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