Why are Morrisons doing better than Asda? It's simple, one word. Leadership. Morrisons have a CEO brought in to do a job, a turnaround specialist who has been in retail almost 30 years & has a history of success. Asda don't have a CEO, there has been a vacancy since Roger Burnley left 3 years ago. You will not have a successful Retailer without a great CEO. A brilliant CEO is one who then surrounds themselves with the best individuals for the other key jobs. Asda have a void at a time when their competitors have clear, simple strategies.
Asda have new appointments arriving but not until early 2025, by which point they will have been through the most important quarter of the year. Morrisons are focusing on the basics, availability & price. Asda appear to be focusing on nothing but trying everything. Price is off, availability is poor, stores are under staffed so they have relaunched Extra Special as Exceptional. Apparently it is a 'new, sophisticated brand, which aims to champion taste and elevate the supermarket’s premium tier offering.' I'd say this is a clear copy of M&S's The Collection range with it's look & feel. Is this the reason why Asda have been struggling? Of course not, it's because they aren't laser focused.
As a Buyer I wanted to know what direction we were headed & what the plan was to get there. In other words the strategy & the tactics. I was fortunate enough to work at a time where the strategy was clear as were the tactics, I also worked through times where neither were clear! It doesn't feel like Asda have a clear strategy at the moment, they are trying to do everything & are also implementing major IT changes (guaranteed to disrupt the best of businesses). It feels like Asda are trying too hard as it just isn't coming easily. As one Supplier told The Grocer “Asda do seem somewhat in disarray. Buyers are really difficult to get hold of and NPD is slow and painful." Asda don't have a loyalty scheme that is working well at all & they are off the pace with pricing, having an Exceptional range won't cut the mustard.
We are only just in August, the next two months are probably the quietest of the year, the calm before the storm. Asda need to sort themselves out before 1st October of their share will go back even further & their Golden Quarter will be a disaster.
#theretailmind #groceryretail #asda #simple
Chief Executive Officer at Australian Retailers Association
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