Asda launches new discount marketing campaign with competitive pricing intelligence technology   Asda has launched a major national advertising campaign with independent price monitoring and optimisation technology, Skuuudle.  

Asda launches new discount marketing campaign with competitive pricing intelligence technology

Asda has launched a major national advertising campaign with independent price monitoring and optimisation technology, Skuuudle.

In the first of a series of television ads to air, the multimillion pound TV and print campaign will promote the retailer’s non-food items to highlight the price gap between its competitors in the run-up to Christmas.

Skuuudle is a provider of competitive intelligence to online businesses. It collects pricing information from competitors and resellers, to help businesses define, monitor, analyse and rapidly refine their own pricing strategy.

As part of the campaign, Skuuudle will officially power Asda’s ‘big toy rollback’, allowing customers to compare the prices of popular toys from brands, including Mattel, Hasbro, Lego, Little Tikes, MB and Disney.

Automated intelligence gathering

Skuuudle gathers competitive data on millions of branded products every day. It automates many of the data analysis processes so that retailers, distributors, manufacturers and market research companies can gain competitive and market intelligence.

Mark Kupelian, head of pricing at Asda, commented: “On behalf of shoppers, we are offering a service that provides transparent pricing for the first time ever on children’s toys. Everyone deserves the perfect Christmas, and so we promise we will do everything in our power to show families how to save money. This campaign will do exactly that.”

The campaign will be the first of many Skuuudle comparison adverts that will focus on general merchandise in order to help strengthen Asda’s goal of becoming the number one non-food retailer.

Speaking of the new campaign, Andrew Senior, founder and chief executive of Skuuudle, said: “Our cutting-edge technologies have been designed to assist companies optimise margin and revenue. The online sector is renowned for tight margins and supply volatility. It is also a market where customer service is absolutely paramount. Skuuudle provides a real step-change for the industry by enabling online companies to monitor and quickly analyse pricing in their sector.”