2022年12月15日

阿斯達似乎已經放棄了從2021年起大幅縮減產品線的戰略，《雜貨商》(The Grocer)彙編的新數據顯示，阿斯達今年新增了12%的產品線。這家超市巨頭於2021年4月告訴供應商，計劃在新所有者Issa兄弟和TDR Capital到來之前，在一項品類轉型計劃中削減高達40%的sku。阿斯達當時承諾，商店將轉向一種更類似於折疊店的新模式。當時，Asda的產品範圍包括22069個sku，到2021年11月，它已經刪除了2570個產品線，將產品範圍降至19499個。然而，截至2022年11月28日，阿斯達的sku數量已恢複至21,810個，同比增長11.9%。某些類別的sku數量增長更為顯著。在過去的一年裏，寵物護理增長了31.1%，麵包店增長了23.2%。在擴大產品範圍之前，沃爾瑪任命了首席食品商務官克裏斯•科默福德(Kris Comerford)，他於今年7月加入這家零售商。在2021年11月以來新增的2196種產品中，有1813種是7月4日以來新增的。The Retail Mind的主管格德·富特(Ged Futter)表示，最初在2021年裁員“絕對”是一個錯誤。 “With a small range, any retailer is just an expensive discounter,” he said. “That’s what has happened with Asda. All you’re going to do there is annoy customers because you go into a large store expecting to find the range that’s interesting.” An Asda spokesman said: “Over the last couple of years we reduced the size of our master range list – primarily to simplify ranges by removing duplication and to provide customers with the lowest possible prices on the products they buy the most. “This was the right action to reduce duplication but we also recognise that there is a balance to strike around being first choice for customers when it comes to choice, value and quality. “We’re rebalancing our ranges and reinvesting in growing key categories to enhance quality, choice and ultimately drive growth. “We’re also working with branded suppliers to encourage innovation and bring new products and excitement back into our stores.” Topics