Our store in Melksham comes top in last month's Extra Special Great Sales Race

Colleagues all over the country have been promoting our Extra Special range throughout the month of December – getting customers ready for their indulgent Christmas dinners and New Year’s parties.

A big congratulations to Asda Melksham who have shown the biggest sales increase of Extra Special products over the past month. They’ve been crowned the winners of our Extra Special Great Sales Race for December – and will receive some money to go towards a store party.

We spoke to store manager David who was eager to tell us what the store did to achieve such fantastic results.

He said: “The store had a great start to its trading life beating it’s sales plan and converting a lot of Sainsbury’s and Waitrose customers. However in November our local Sainsbury re-launched after a multi-million pound extension and remodel with a enhanced range with the addition of both clothing and general merchandise.”

“It was imperative to us that we pulled out all the stops to fight off this much bigger Sainsbury and not lose the customers that we had taken from them in the first place! Extra Special was very much part of our campaign to eradicate any impact that they might have. Having a great team here in Melksham I knew our service and personality was far better than Sainsbury’s could offer so we had to get them to buy into our quality and trust us for our first Christmas trading.”

“We pulled the team together to look at any incremental space we could use to sell and promote the Extra Special range, any group ideas on what we thought the winning lines would be and how much we needed to order to set up some great displays.”

“We managed to find and locate extra bakery tables for our mince pies, Christmas puds and the fantastic yule log. We had additional integral fridges given over to our party ranges and we had all the ranges of savoury biscuits over our deli.”

“The night team were challenged with a great delivery of displays every night and my day team ensured that this was maintained throughout the day. My colleagues were engaged with any customer interaction whether on the sales floor or on the checkouts to fill any gaps with a chat or a mention about have they tried our Extra Special product and that they are the best!”

“I think this was helped and made a lot easier with our marketing campaign this year and the tie-up with Leiths Cookery School. Lots of point of sale, tannoy calls and in-store tastings (particularly the yule log) really helped us on our way!”

“Winning the company Christmas incentive in our first year makes us all feel really, really proud and there is a great buzz around the store!”