ASDA to stock DAB Digital Radios

ASDA has announced the addition of DAB digital radios to its existing audio range in 10 ASDA supercentres across Britain*.

The PURE Digital EVOKE-1 radio will go on sale in ASDA from mid November, allowing shoppers to purchase the product straight from the supermarket shelves along with their weekly groceries.

ASDA joins Tesco, Sainsburys, Boots and WHSmith, all non-traditional outlets for audio products, which have recently launched DAB sales.

Says Digital Radio Development Bureau (DRDB) Marketing Director, Mike Spencer: "This is yet another indication that DAB digital radio is rapidly becoming a mass market proposition. Asda has a reputation for being a friendly, community based store, and that fits the persona of radio in the UK to a tee. It's a perfect match."

Dave Stewart, General Manager for electronics at ASDA says: "Adding the DAB digital radio to our range is part of our programme to introduce new technology and top-branded products to our customers. Customer trust is increasing in ASDA as a serious electrical retailer and we will do everything we can to give customers the choice they want at the premium end of the market as well as in the value sector."

In the last 12 months, the number of retailers stocking DAB digital radios has grown from 600 to over 3,000 and already the sector is delivering a significant proportion of radio sales against the traditional analogue marketplace.

The combination of new programme choice, improved sound quality and easy tuning, where wavelength numbers are a thing of the past, is proving popular with the consumer. And with an increase in the range of sets now available, the radio sector looks likely to repeat the phenomenal success of last Christmas.

* ASDA branches stocking the PURE EVOKE-1 DAB kitchen radio are in Livingston, Edinburgh (The Jewel), Pudsey, Eastlands, Derby, Minworth, Patchway, Swindon Watford and Havant.