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Will you miss Asda’s price match guarantee?

The supermarket’s promise to keep prices in line with rival stores will end next month after eight years. But will you miss price guarantees?

Asda will end its popular price guarantee – which promises to keep prices lower or equal to its competitors – on 3rd October after eight years running the scheme.

Asda justified the move saying the price match scheme was no longer relevant to shoppers – fewer than 1% of its customers are now actively using the scheme – but promised to replace it with generally lower prices on everyday items.

But this may be little consolation to shoppers who have already seen the price of many everyday items go up recently.

Currently under the scheme, Asda customers can compare the price of their shopping basket – for example, using price comparison sites – with Tesco, Sainsbury’s, Morrisons and Waitrose.

Guide: supermarket special offers – too good to be true?

And if the Asda shop isn’t 10% cheaper, the supermarket will issue customers the difference in vouchers to be used next time they’re in store.

End of an era

Previously, Tesco, Morrisons and Sainsbury’s all ran similar price guarantees, but Asda was the first and last to do so. So does it mark the end of a golden era of good value supermarket shopping?

Price guarantees have never been a real substitute for value and I, personally, always treated them with a pinch of salt – just another example of supermarkets trying to influence our shopping decisions?

But now that the last one is being wound up, it feels like an end of an era. The promises of lower prices sound good but can the supermarkets actually deliver?

Shopping relic?

With disrupter supermarkets like Aldi and Lidl driving down prices and offering shoppers greater choice, it seems they’ll have to in order to survive.

To me price guarantees seem a bit of a relic from a time when ‘the big four’ – Tesco, Sainsbury’s, Asda and Morrisons – reigned supreme, monopolising our food shopping.

So perhaps, with a lot of new players on the supermarket scene and more competition to drive down prices and attract new shoppers, these schemes are just no longer relevant.

But what do you think? Do you use price guarantees – or did you in the past? Has new competition from Aldi and Lidl made price guarantees irrelevant?

Do you use supermarket price matches?

Yes, regularly (70%, 396 Votes)

Never (21%, 117 Votes)

Once in a while (10%, 55 Votes)

Total Voters: 568

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I was not surprised to see the end of your price guarantee, however I did not expect the end of the scheme to be carried out in such a shambolic way, having used the scheme for years I would log on and receive a voucher within a minute or two, yet you changed the system and had to obtain a new account and password.then
Why on earth would you change the system when it was coming to end of life within weeks, and next thing you do is return to the original log in format that requires a new password again.
Maybe the way you carried out the change was to create confusion and reduce voucher claims, whatever the reason it was certainly shambolic and not what I would expect of a well established company.

That is very frustrating Geoff 🙁 That does seem a bit strange to change the process after announcing the scheme closure. Have you reached out to Asda to see why they did that?

Price matching, loyalty cards, multibuy offers, coupons, etc. are only possible because supermarkets are overcharging in the first place. I don’t want to support overseas companies such as Aldi and Lidl but I do like their straightforward approach.

”when ‘the big four’ – Tesco, Sainsbury’s, Asda and Morrisons – reigned supreme, monopolising our food shopping.”. The proposed merger will mean Tesco and Sainsburys/Asda would hold 60% of the market (assuming shopper habits don’t change) that now seems to give just two “supremos”.

I’m not surprised that price matching has come to an end. I confess to never having used it, but it seems to me a lot of hassle to calculate the price of all your shopping every week to see if you can save any money. I’m just glad to get ours put away in the fridge.

If these schemes were genuinely meant to be helpful to shoppers, all this price matching would be done at the till and you’d get your vouchers there and then. Like all promotions, they are there to increase custom – for the benefit of the business.

Incidentally, if you like shopping for occasional bargains, try Amazon Warehouse. Much is sold at good discounts simply because the packaging is damaged. I suppose if you were a sceptic you might ask if the packaging were deliberately damaged to get rid of stock, but that might be far too cynical.

Are you concerned about Tesco and Sainsbury’s/Asda taking up the majority of the market, and do you think it would alter your shopping habits?

I’ve actually never heard of Amazon Warehouse, which is surprising to me because I am always looking for a bargain. I will take a look later tonight.

I’m not keen on huge companies, and Sainsbury’s/Asda will be even larger than Tesco. 🙁

@awhittle, we’ve seen the impact of Aldi and Lidl on the market so I am not over concerned at the present arrangement. However I rarely use a big supermarket, other than Tesco for certain items we can’t get elsewhere.

I am sorry to see the price guarantee scheme go as I regularly shopped at Asda when I needed items that Aldi did not stock. I always found their prices to be lower than their main competitors but I wonder if that will change if they merge with Sainsbury’s.

Will you look to shop elsewhere for the items you can’t find at Aldi, or will you continue to use Asda?

I currently qualify for an Asda Voucher nearly every weekly shop so I will miss them. I am sceptical Asda management are being straight with the public in their publicised reason for withdrawing the scheme. Over the past few weeks they messed around with the logging in system, confusing potential voucher claimers and no doubt lessening usage considerably. This allowed Asda to say at 1% usage it simply wasn’t popular enough. I suspect the real reason they are withdrawing the scheme is because it is costing them too much as their prices aren’t competitive enough.

C. Catchpole says:
20 September 2018

I worry that a Sainsbury’s/Asda merger will mean they push suppliers for lower prices because the supermarkets won’t take the hit. Simply put they’ll bully suppliers and the only way suppliers can cut prices is by cutting product size, cut production staff and move operations or consolidate there sites. We’ve seen this in the industry in the past. By getting cheaper prices manufacturers will simply cut jobs. Asda have reduced there brand products in recent weeks but I have noticed an increase in there own brand lines. Wonder why this is?

linda moore says:
20 September 2018

Hi, i like Asda as it is, my family and i have used our new Asda since it opened 2 years ago, we like the apg system, very clever way of us checking our shop prices and will be very sad to see it go and to see the shop merge with Sainsbury, personally i have never liked Sainsbury and find them expensive 🙁

Its a shame because the price guarantee is the only thing that kept me an asda customer. I definately will be shopping else where once it ends, my loyalty ends with the end of the apg.

Really asda never made a big thing about the apg voucher for many years so “normal ” everyday customers never nothing about it. The only people this will afect is the guy that made all the videos about wombling the asda receipts & his followers .Low prices everyday , fast service at the tills & good clothing range is all I want from a supermarket x

They do tell their “normal”
everyday customers. It’s on the bottom of every receipt🙄. It’s definitely not the only person that it will affect. My family gets an apg back from every shop we do without wombling. It was the only thing that kept me at asda, off to tesco we go🤷🏼‍♀️

The APG system was good because you could do all your shopping in one Store. With a little planning you could pay the cheapest price in Asda without visiting the others. I doubt prices will be significantly lower overall, perhaps on some offers but not overall. I find Tesco cheaper and I usually get APG vouchers each week comparing to them. I will try the ‘new lower’ prices at Asda but will most likely do my main shopping at Tesco now. I find the atmosphere at Asda is very negative these days and customer focus has been waning for a few years.

I am very, very saddened by the change. I’m on a limited budget and the APG really made a difference to my weekly shop . When Tesco stopped their price comparison scheme I no longer used them and so I’ll probably stop using Asda now as well.

Annette says:
29 September 2018

I will definitely miss the apg scheme I have been a customer for many years and have received many vouchers to use against my regular shop. I have yet to speak to anyone who has completed a survey or has been asked what their preference is so I would like to know what customers gave an opinion and from where. I do believe that Aldi and Lidl lower prices has had an impact on this decision.