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Asda’s Community Life pilot programme launches
At the 2011 IGD conference, Andy Clarke, Asda president and CEO, confirmed that the retailer has embarked on a programme that will build on its long-standing and rich heritage of community involvement, the company said.
Clarke said: “In the UK, what people want and need in their lives now is a sense of ownership, unity and security. This is the new wealth. And it can only be found in community. The retailer that innovates around community and operates with the consent of community will be the retailer of the future.”
Asda is introducing the programme named ‘Community Life’ to try and make an even bigger difference, according to the retailer. ‘Community Life’ is already underway in 31 locations from Doncaster to Donnington Wood (UK).
Alongside their store managers, new Community Life Champions — ordinary colleagues with a heart for their communities — have been given dedicated time to find new ways to serve their neighbours. These Community Champions are inspiring their store colleagues to find ways to get involved and support their community.
Community Champions are now spending a day a week serving local organisations, community events are hosted in store every month, space has been opened up for local groups to meet, customers are deciding which local causes to support with the new charity programme ‘Chosen by You, Given by Us’ and colleagues are meeting with local leaders every month to help build stronger relationships.
Community Life will be rolled out to all 500-plus Asda stores and depots across the UK in the first quarter of 2012.
Source: Asda
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