In a move to increase its transparency to consumers, Asda, Wal-Mart's U.K. subsidiary, has persuaded some of its suppliers and head office staff to perform their day-to-day activities in front of webcams. The first ones to go live are in a carrot washing and sorting warehouse, a dairy and their own headquarters' reception area.
The webcam streams are available to the public at www.your.asda.com.
The Daily Telegraph said that chief executive Andy Bond believes loyalty needs to be earned in "a democratic world" and this is best done through using transparency to build trust even if "it involves risk." He also compared the move to "the way restaurants have changed. The kitchens used to be closed but now they are open. Think how much more confident you feel about the quality and health standards of a restaurant when you can see the kitchen."
The Guardian reported Mr. Bond's determination to have a business run "by the consumer for the consumer" with no "behind the scenes." Battery chicken sheds, clothing factories in Bangladesh or an abattoir are future possibilities, leading to "a point where customers can trace the journey of every Asda product from farm to fork or warehouse to wardrobe." Mr. Bond did, however, give a nod to potential privacy concerns, admitting that staff objections and commercially sensitive areas might be grounds for limitation.
A spokesman from Mintel reckoned that every other supermarket will follow suit with their own webcams while Philip Gould, renowned for polling the people, said "65% of people trust their local grocer more than any political party." Neither paper included comments from employees or customers in their stories.
The webcams are part of an overall program to have consumers more engaged and influencing decision making at Asda. Opinions from thousands of shoppers online and offline will be gauged before new products hit the shelves. Cash incentives are also being offered to shoppers who come up with money-saving ideas.
In another related project, Asda will open a supermarket next year in Gorseinon, West Glamorgan which will have glass walls, giving shoppers a view into the stockroom and staff rest areas.
Discussion Questions: Are webcams in factories and offices a way to build consumers' confidence in a retailer and its products? Do you see a need for "greater transparency" across retail? Do you expect similar projects in the U.S.?
[Author's commentary] Although refreshed every few seconds, the minute or so that I spent watching Asda's webcams before dozing off showed precious little live action. I can hear all of the arguments for and against this scheme, from loyalists and cynics alike, but having seen it, am left wondering whether it will be adding any kind of value to anyone at all.