The return of Asda’s Rollback prices is a big moment for the grocer as it seeks to regain a once unchallenged reputation for value for money. Retail Week visited Asda’s Stockton supercentre to see how the Rollback launch was executed

Grocer Asda last week launched its most significant price campaign in years, including the reintroduction of Rollback reductions as part of a wider switch to a lower Asda Price positioning.

For Asda, which has been leaking market share to competitors and is widely seen as having lost its way since its acquisition by the Issa brothers and TDR Capital, the return of Rollback is a key moment as it seeks to reestablish its price authority – once a cornerstone of its appeal.

In-store, there is no missing the arrival of Rollback. It is being heavily promoted in the aisles, with banners and gondola-end signage as well as shelf-edge signs to highlight the first raft of price cuts, which apply to some general merchandise as well as food lines.

Asda chief customer officer David Hills told Retail Week: “It’s a strategic move to lower our prices, to satisfy our customers’ weekly shopping needs and be the consumer champion that’s at the center of our DNA.”

The grocer cut the prices of 4,000 products last week by an average of 25%. Hills said the new prices will be held for up to 12 weeks before a new Asda Price is applied. He said: “Rollback is back. We’re going to get the nation to tap in their pockets again as they save money at Asda.”

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