Hungry Asda wants more

July 29th by Johnny Minkley

After a disappointing year, supermarket giant Asda has set an aggressive growth target of 20 per cent across entertainment by next Easter.

The Wal-Mart owned chain’s strategy emerged at its London trade conference. Suppliers are being asked to help it capitalise on the 12m weekly customersit has in the UK – a number it says is double that of Woolworths.

Asda added, however, that improving the conversion rate of its own shoppers, rather than “stealing” customers from Tesco or HMV, is the key to success.

“We have not improved as much as we should have over the past year,” admitted home and leisure director David Ingles, adding that he felt the firm was “only scratching the surface” in music, video and games.

Asda outlined a five-point plan for evolving its games division: improving availability, improving profitability, streamlining store operations, growing impulse purchases and building on supplier partnerships.

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