High non-clubcard prices in supermarkets create opportunities for local shops where they are cheaper than major chains, according to one shop owner. 

Jonathan Wood, owner of Best-one Wood’s News & Convenience in Hazel Grove, Cheshire, told Better Retailing he created ‘cheaper than Asda’ shelf-edge labels for nearly a dozen top products after checking his closest competitor’s prices. 

He said: “Customers are impressed, with price-marked Smirnoff £2 cheaper, for instance. We state it’s not inclusive of any offers at Asda.” 

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