Asda is reported to be rationing its new Just Essentials range to protect availability amid strong demand for the value offering.
The new range began rolling out over the summer, with over 220 products now available in stores. It replaces Asda’s previous Smart Price own brand and is aimed at helping the chain win back shoppers from the discounters, which are currently prospering as consumers face a squeeze on their spending power
According to the Machester Evening News, the range has proved very popular with shoppers, leading to many items being regularly out of stock both online and in stores. To counter this, the supermarket is said to have decided to restrict what people can buy from the range to no more than three of each product.
Asda stated that it was necessary to enforce the temporary limit to “protect availability for the majority of customers”.
A spokesperson added: “Just Essentials is proving really popular at the moment and we’re working hard to get the out of stock products back on the shelves as quickly as we can.
“To make sure as many customers as possible can buy these products we are temporarily limiting purchases to a maximum of three of each product. This will be for a short period and we will let you know as soon these limits are removed. We are sorry for any inconvenience this may cause.”
NAM Implications:
- Rationing can signal scarcity/demand.
- (think ‘under the counter’ launch of Wilkinson blades all those years ago…)
- Fine, if this is the case with Asda value range…
- On the other hand, a store manager pal, faced with over-stocks of sugar, would load a pallet, label it ‘strictly 2 packs per shopper’…
- …and watch it go!
