Asda has responded to Tesco's £10 offer for glazed frames with scratch-resistant coating (News 4.12.09) by claiming that consumers prefer consistently low prices instead of short-term deals.
An Asda spokesperson told Optician that the supermarket retailer had deliberately stopped running limited promotions on limited ranges, unlike the Tesco offer which runs until January 12, because that was what its customers wanted.
The spokesperson said customers want to be able to 'choose the frame they want and be guaranteed the price they see is the price they'll get, with no hidden extras or nasty surprises'.
The recent price war between the supermarket opticians started in October when Asda began offering single-vision spectacles at a fixed price regardless of the prescription with anti-scratch and anti-reflective coatings included (News 23.10.09).
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