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It's not surprising that Asda has suffered such a rapid and dramatic decline. It's sole ocus has (misguidedly) been simply and relentlessly on reducing prices as opposed to a balanced programme of investment in the shopper experience, whilst continuing to offer its heritage position of 'good value'.

Asda was once a pioneer - introducing new store formats and innovative product ranges etc. Now it's just a big and, more often than not, scruffier version of its past self with more and louder POS noise instore. Many Asda stores look downbeat, disorganised and often appealing. It's once great George Clothing brand, is typically dishevelled instore and with failing retail standards.

This has contributed to shopper disaffection (and dissertion) from the brand. Other big grocers are making better, more noticeable improvements with their formulas to suit both value seeking shoppers and those looking for 'that bit' more.

In sticking so slavishly to a dimensional price led approach – Asda has alienated itself! It now finds new and more nimble competitors in the likes of the true discounters taking over its home ground. Primark is now better at fashion, value and store experience – Asda have been caught napping whilst everyone else has been innovating, investing and overtaking.

Change must come but it won't be easy or cheap. That will be the price to Asda.