In an interesting experiment, Asda, which is what Wal-Mart is called in the U.K., is turning over some of the buying decisions to its customers. Asda will start to e-mail to a group of 18,000 customers, which it has termed its “Pulse of the Nation” group.
The e-mails will contain images and descriptions of new products sourced from the Far East, and the Pulse group will have the option of providing a positive or negative response as to whether or not they think it is a product that should be carried in the stores.
According to a microsite for the Pulse of the Nation panel, those responding to the e-mails each month will be entered into a drawing to win free prizes in addition to “having the opportunity to make your voice heard.” Currently, the two top winners each month receive a gift worth £250. The program also on a monthly basis hands out four vouchers of £40, eight vouchers of £20, and 16 vouchers of £10. Although sponsored by Asda, Pulse of the Nation is owned and operated by the market research firm TNS.
Asda sees it as a way to engage more effectively with its customers through the use of the digital channel.
Not only does this take more power away from the manufacturers and brand owners, it also takes the power away from the buyer, and turns it over to the customer. This can make for a very interesting dynamic, if it works, and it will be interesting to see how the product mix might change that exists on the store shelves.
