"That particular practice is (as you chaps might say) bog standard on our side of the pond."
Well that explains the down votes, although those down voting ought to appreciate that 'associates' is a very impersonal word to use for your employees over here (employee feels right at least to me). They are after all talking about their UK based operation in the article. Asda calling people colleagues as mentioned above is nausea inducing and cringe worthy. But hey who cares what the people you hire to run your business think anyway, right?