Asda launches low-price guarantee program

Leeds, United Kingdom Wal-Mart Stores’ United Kingdom operation, Asda, is tapping the power of the Web to relaunch a new low-price guarantee program. The Asda Price Guarantee covers over 13,000 branded and private-label products, and items on promotion. Under the terms of the program, if shoppers can purchase a basket of eight or more comparable products cheaper elsewhere, Asda will give them the difference, plus a penny more for good measure.

Here is how the program works: Customers do their regular shopping at Asda, but must keep the receipt. After 9 a.m. the next day, shoppers go to www.asda.com/priceguarantee to enter their receipt details to see how much their grocery shop would have cost at the other supermarkets. If it turns out they would have paid less elsewhere, Asda will give them a printable voucher for the difference, plus one penny that can be redeemed against their next Asda shop.

The price checker is powered by, and built by the independent mysupermarket.co.uk, which will compare like-for-like branded or own label groceries, accounting for around 70% of all grocery sales at Asda.

"From today, Asda cannot, and will not, be beaten on price,” said Andy Bond, CEO of Asda. “Our grocery guarantee puts an end to the phoney price wars that most shoppers are sick of.”