Asda is cutting the prices on gadgets, including camcorders, Blu-Ray players and cameras in the run up to Christmas and claims big brands will be considerably cheaper when compared to the same products at Argos.
It will be supported by an advertising campaign launching tonight on ITV at 19.28pm.
Asda has teamed up with independent price monitoring and optimisation technology provider, Skuuudle, on the campaign; which aims to expose higher prices on non-food ranges in the run up to the festive period.
With fewer than 10 weeks to go until Christmas day, Asda claims it is undercutting Argos prices significantly. On certain individual items the savings are equivalent to the value of an average weekly family shop, the supermarket claims.
Asda has used data from Skuuudle and compared the prices of hundreds of popular gifts from big names such as Nikon, Canon, Samsung and Sony. Examples include:
A Sony C69I iPod Dock at £87 at Asda is reported to be 24% cheaper than the Argos price of £114.99
A Canon Powershot A3300 IS Digital Camera Kit including case and a 4GB SD Card is £135 at Asda, which is reported to be 10% cheaper than Argos where the same product sells for £149.99
A Sony SX15 SD camcorder at £159 at Asda is reported to be 11% cheaper than the Argos price of £179.99
Sanjib Dosanjh, category director for electronics at Asda, said: “Everyone deserves a perfect Christmas and it’s simply not fair that customers are forced to pay up to 25% more for the same, branded products at other high street stores.
“Technology is for everyone and we can save families a packet on this year’s Christmas shopping list.”
Andrew Senior, founder and CEO of Skuuudle, said: “Our automated technology allows retailers to dramatically improve the efficiency of comparing their pricing with their competitors.”
According to Asda, the campaign is part of its goal to become the UK’s number one non-food retailer. It follows a focus on toys and a £10m investment to cut prices on nearly 200 favourites in ‘The Big Toy Rollback Event’.
Last week Asda launched its first Christmas gift guide. Eight million copies of the 204 page catalogue have been distributed to stores. The catalogue, which supports Asda Direct, includes Christmas decorations, homewares, toys, healthy and beauty products, George, books, games and consoles as well as electronics.
Asda is also promoting its ‘In-store Collect’ service, which allows customers ordering online at asda.com to get free delivery, on a range of products, to any store including its smaller format supermarkets.