Profile: Jeremy Gilley

The man marketing world peace

Asda takes on Argos for Xmas toy sales

Asda is taking on Argos in a new price war over toys in the crucial run-up to Christmas.

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The supermarket giant, which saw its parent Walmart’s acquisition bid seen off by Argos owner Home Retail last year, has created a festive “big toy roll-back” campaign that compares prices on key brands with the non-food high-street retailer.

Asda says the comparison software created by Skuuddle.com shows it is cheaper than Argos on 77% of toy lines, including brands such as Mattel, Hasbro, Lego, Little Tikes, MB and Disney.

The supermarket says the toy campaign will be the “first of a number” of comparison campaigns designed to “expose higher prices on non food ranges” in the run up to Christmas, and “help strengthen Asda’s goal of becoming the number one non-food retailer”.

Asda also recently stepped-up its efforts to see off rivals on price by running a print campaign emphasizing it’s 10% cheaper drive.

Readers' comments (1)

  • Retailers should all be aware of the pressures on parents, my children are grown up now and the next generation of nieces and nephews have arrived. I do not envy parents, advertising can put so much stress on parents but with with apps allowing price comparisons I'm sure this will assist some parents but what about the parents who don't have access to on line comparison sites? More has to be done to assist them. Loyal shoppers will always go to outlets that provide reasonable prices.

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