ASDA - comment
Losing the cheapest supermarket tag to Tesco may be a blip, but it highlights the difficulty of trying to target being 5% to 10% cheaper than competitors. The gap is small, and ASDA may regain its position at the top next month. Whilst the baskets compare ASDA to Tesco Clubcard (loyalty card) prices, >80% of transactions at Tesco involve the use of a Clubcard. Shoppers without a Tesco Clubcard pay 8.5% more than at ASDA.