With Asda's recent venture with LifeSearch to offer protection just finding its feet, Johanna Gornitzki speaks to Gev Lynott , director at the retailer's financial arm
Asda has always been known for its low prices but, with other supermarkets such as Tesco giving the retailer a run for its money, Asda has had to step up its game – and launching a financial services arm has been part of that. "Being the price leader is no longer enough to win people over. At first, we really dominated on price but over time everyone has redone their prices so, while previously we had a 20% price gap between ourselves and other supermarkets, this has now narrowed down to 10%. Against Tesco this has gone down a further 5%," explains Gev Lynott, director at Asda Financial S...
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