ASDA is planning an all out assault on the discounters this Christmas by offering a one stop shop for customers in what is tipped to be the fiercest ever festive supermarket battle.
The Leeds-based grocer said that customers have a lot more disposable income than in previous years and it is hopeful that they will return to Asda this Christmas after years of austerity.
At a Christmas showcase in London, Asda revealed its Christmas plans and said the big themes are going to be a return to tradition, luxury, indulgence and lots of show stopping party dishes.
It hopes to trounce discounters Aldi and Lidl by offering everything customers need in one store, from a vast array of roasts and smoked salmon to champagne, dressed lobster and a Serrano Ham Leg which comes with its own stand.
In addition it has beefed up its George offering with the latest trends such as a black and gold dinnerware set, New York-style kitsch baubles, a wooden dolls’ house, a rocking horse and a £55 party dress, which is the most expensive dress it has sold in the George range.
Asda’s chief customer officer, Barry Williams, said: “We can do something no-one else in this market can do. The discounters have 1,500 products –we have 30,000.
“There’s no doubt that the economic indicators are a lot brighter than last Christmas. Customers have got a lot more disposable income.
He also attacked the discounters for hyping products such as incredibly cheap champagne and lobster and then failing to get enough in stock to meet demand.
“You can’t build trust if you’re advertising something and then people get to the store and they can’t buy it.”