Retail expert brands ASDA 'ordinary'

Thrifty Northern Ireland shoppers are unimpressed by the UK supermarket chain ASDA, a leading retail expert claimed today.

Donald McFetridge, from the UU’s School of Business, Retail and Financial Services, said the initial reaction from many consumers to the new ASDA stores – which opened in Northern Ireland for the first time this week – has been one of disappointment, despite the company’s pledges to implement a national pricing policy across the province.

Mr McFetridge said comments from shoppers have suggested special offers are “nothing out of the ordinary”, and that the typical ‘BOGOFFs’, buy one, get one for free offers, are no better than in any of the other supermarket stores.

“I predict that today's promiscuous and curious consumers will go along and have a look at what ASDA has to offer during the initial store opening period – but many will revert to their original choice of supermarket,” said Mr McFetridge.

“Large numbers of consumers have reported that they expected more price savings and they were disappointed that, especially in the opening week of their entry into the Northern Ireland market, ASDA did not appear to be doing anything special for consumers here."

Mr McFetridge said that while petrol prices seemed to be the main attraction for many ASDA shoppers, it looked like Tesco would eventually win the battle for customer loyalty with its current special offers "flying off the shelves".

Despite the critricism, DUP North Down assembly member Peter Weir welcomed the opening of the stores.

"Northern Ireland is now home to the first, second and third largest grocery retailers, which can only benefit local consumers," he said.

"ASDA already has an existing local buying policy and relationships with NI suppliers, and I would encourage them to continue to develop this."

ASDA opened its first shops in Bangor, Coleraine, Cookstown and Ballyclare this week, with a further shop in Strabane planned for the end of October.

The Coleraine store, in particular, is to create a further 60 jobs, on top of the 185 currently employed at the store.

(MB/SP)