actowiz

  Why ASDA data behaves differently from the rest of the big four ASDA is one of the big four UK grocers — holding around 11.4% of UK grocery market share, per Kantar Worldpanel's most recently published 12-week reading, behind Tesco, Sainsbury's and Aldi and historically the one most associated with everyday low pricing rather than promotional depth. That positioning shapes the data in a way most teams do not anticipate. Tesco and Sainsbury's run loyalty pricing: a second, lower price displayed on the page, available to members. It is a price, and you capture it as a price field. ASDA's primary promotional mechanic is Rollback — a temporary reduction from a previous price, visible to everyone, with no loyalty gate. Structurally that is simpler. It behaves like a standard was/now reduction with a branded label. But ASDA also runs ASDA Rewards, and this is where data teams get it wrong. Rewards does not lower the price at the till. It credits pounds into a cashpot that...