Retail Week Live: Vouchering jeopardises brand integrity, warns Asda customer insight boss

He said: “If you go into a store with 10 people going through a checkout, each of them is paying a different price because they’ve got different coupon and different vouchers then they all get a different experience. The brand is different for every shopper.”

“You can pump more vouchers out and drive some short-term sales but your brand loses its integrity to the shopper. There’s a cost to that type of personalisation in that your brand essence doesn’t come through.”