Few shoppers, I suspect, will have noticed the ‘spark’ added to the Asda logo has disappeared – however, the supermarket’s trading troubles have never been far from the headlines.
Competition from discounters such as Aldi and Lidl, along with customer demand for better ranges and more innovative products, have put a strain on Asda’s once-indisputable position as the low-cost supermarket in the UK, making it look less secure than it once was.
Now the grocery giant is fighting back and its efforts have been rewarded with two consecutive quarters of growth. Despite the difficult conditions, Asda is moving in the right direction and looks more like its successful US parent Walmart, which is continuing to thrive in a tough climate.
Asda introduced the Walmart spark to its logo in 2015 alongside its ‘Save money. Live better’ strapline. Recently though, it’s been missing from TV ads and social media channels, suggesting that it was only a temporary addition for the supermarket’s 50th birthday celebrations.
At the time, Asda’s chief customer officer Barry Williams said the campaign “feels like the natural step on for our brand and I believe it will really resonate with our customers”. However, perhaps feedback showed it had failed to strike a chord with the public, so it wasn’t worth the cost of updating the entire estate.
It’s also worth noting that former Asda CEO Andy Clark wanted to cut the “damaging, unprofitable short term promotions” that were hampering sales – so if the removal is permanent, it seems ironic that it too didn’t last long.
But surely it makes commercial sense to move away from something that isn’t working? After all, I sometimes find myself wondering whether ‘Pasta Hut’ was real or if I was just dreaming. Did it vanish after the trial period because consumers, who were asked to give their opinion online, simply preferred the original name and concept?
In fact, one person’s short-term thinking is another’s agility. Listening to what your customers say when they call the contact centre, seeing what they post on social media and monitoring product returns all help retailers build up a picture of what’s working and what isn’t.
Asda do appear to have turned a corner, as recent trading figures are significantly more upbeat. Therefore, if the decision to remove of the Walmart Spark was a result of a more conscious return Asda’s Yorkshire roots; then it was certainly a shrewd one.
I’d never lambast a brand that listens to people, takes their comments on board and makes changes. By tracking the success (or failure) of marketing campaigns, product quality and in-store experiences, brands are better able to meet the challenges ahead.
Maybe Asda has lost its ‘spark’. But I’m confident it’s for a good reason.
Get closer to Asda in 2018
There are now less than 3 weeks to go until the IGD Asda Trade Briefing. Hear from new President and CEO, Roger Burnley, along with his leadership team as they share their priorities for 2018 and beyond, and outline what they mean for your business. Find out more
