Asda trials new in-store and convenience concepts

Asda House
  • In-store ‘test and learn’ strategy accelerated as customers increasingly look to complete multiple shopping missions on a single trip
  • Supermarket trials new ‘Asda On the Move’ convenience brand offering fresh food and essentials from three EG Group fuel station forecourts in the Midlands
  • Four new B&Q concept stores trialled in Asda superstores

Asda today announces it is further delivering on its ‘test and learn’ strategy with a number of leading brands that will complement the supermarket’s existing customer offering.

The strategy, which launched last year, will now see the supermarket enter the convenience market through a trial with forecourt operator EG Group and collaborate on an in-store concept with B&Q, the UK’s leading home improvement retailer.

Asda is accelerating its in-store partnerships strategy following a shift in customer behaviour brought on by the pandemic, with an increasing number of shoppers looking to complete multiple shopping ‘missions’ on a single trip.

The B&Q collaboration involves the trial of four ‘shop within a shop’ compact B&Q stores within Asda’s superstores. The first two stores, which will open in Dagenham and Sheffield later this year, will be operated by B&Q and provide customers with access to a large number of products. In addition, customers can also access B&Q’s full range in-store for home delivery or click and collect.

As well as expanding its offer in existing stores, Asda is trialling a new convenience proposition, to provide customers with greater access to the supermarket’s great products and prices. The new offer branded ‘Asda On the Move’ will initially be trialled at EG Group fuel station forecourts in Ashby, Leamore and Primley in the Midlands.

The trial of a new convenience proposition follows the successful launch of Asda’s partnership with Uber Eats in July, which has now been expanded to 25 stores, as the speed and convenience of this service proves increasingly popular with customers.

Asda is also piloting a trial with online retailer musicMagpie in 5 stores in the north. The trial will see a range of used DVDs available to purchase alongside Asda’s current entertainment offer, bringing online retail into physical stores. Additionally, Asda’s partnership with Claire’s, launched last year, will be extended to a further 15 stores from September onwards.

Preyash Thakrar, Asda’s Chief Strategy Officer, said: “Our partnerships strategy is focused on making our busy customers’ lives easier. That means offering convenience when they visit our stores by bringing in complementary brands to help them complete more shopping missions in one location, and convenience that makes our great value products more accessible in local communities. We anticipate working with more businesses who share our passion for delivering value for customers in the coming months.”