What will ASDA’s acquisition of Netto mean for supermarkets?
It was announced last year that ASDA were taking over the Danish brand Netto in attempt to gain momentum against it’s supermarket rivals. This has been approved by the Office of Fair Trading today.
For supermarkets, land resources are scarce – and even if you are lucky enough to have huge ‘land banks’ to build premises on like Tesco; strict regulations usually prevent supermarkets from building as they wish. Therefore, unlike Tesco and Sainsbury’s who have successfully rolled out smaller stores to appeal to their time-poor or city customers, ASDA, by failing to implement smaller stores has been less successful in the supermarket war.
The acquisition of Netto for ASDA will add 147 extra stores to the company and 1.2million sq ft of space. With ASDA’s organic growth, the company will add 168 stores to its portfolio this year. This could become fierce competition to the likes of Sainsbury’s, whom ASDA lost out to the number two position this Christmas.
ASDA could face a challenging year ahead even with the added stores. Their marketing campaign to be 10% cheaper than it’s rivals was removed after confusing messages to the public and Tesco have retaliated by launching their own similar campaign. Consumers are now more picky on where they shop – when Tesco and Sainsbury’s expanded they did in a time when consumers wanted convenience… now the consumer wants the best value for money. Even though ASDA may soon be everywhere, they need to appeal to the fickle British public on quality, price and convenience. ASDA are confident that the acquisition will be a profound success and also in the current economic climate with the uncertainty of employment, it is refreshing that ASDA will be creating an extra 1,500 jobs; this could demonstrate that companies are returning to their usual form.
However, the approval of these stores without going through the process of the Competition Commission may see a change in the rules for supermarkets – will Morrisons, ASDA and Tesco be allowed to expand so readily as well? If this proves to be a successful move for ASDA, the other top 4 supermarkets may have to rethink their strategy. Only time will tell…
Posted by helenrothwell at 9:27 am on March 10, 2011.
Categories:
Real Estate, Retail, Terence Ritchie
Tags: ASDA, Competition Commission, Netto, OFT

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