Asda launches new test and learn partnerships in time for Christmas

Asda x Accessorize

Asda has today announced it has further extended its partnership strategy after launching new ‘test and learn’ trials with Accessorize and Decathlon in a West Midlands store - just in time for Christmas.

Accessorize – one of the UK’s most loved fashion and accessory brands – has launched an exclusive partnership at Asda Minworth, giving customers the option to pick up on-trend accessories at affordable prices, including jewellery, bags and seasonal favourites, as well as a selection of gifts, whilst in store. The partnership is a single store test and learn trial, offering a range of products as part of an ‘in aisle’ concept.

In an extension to the grocer’s existing partnership with Decathlon, Asda Minworth is also trialling a branded fitness offer that has launched ahead of the festive season.

The branded Decathlon aisle sees the superstore stock a selection of Decathlon’s most popular lines, offering Asda customers products across a range of sports that give the best technical performance at the lowest possible price.

Customers are able to browse at their leisure whilst completing their regular food shop, with sales of products from both brands going through Asda tills to make for a seamless shopping experience.

Last month Asda further added to its existing partnership with musicMagpie to bring a range of SMARTDrop phone recycling kiosks into ten stores.

Initially launching in the retailer’s Stevenage store, the SMARTDrop kiosks are an easy, fast and free way to recycle unwanted mobile phones for instant cash. The musicMagpie SMARTDrop kiosks allow customers to bring in their old phone, receive a valuation and get paid instantly, with money transferred directly to a bank or PayPal account.

As shoppers look towards Christmas with many receiving new phones as gifts, the SMARTDrop kiosk offers a convenient way to recycle old mobiles and make money in the process. musicMagpie will also recycle every phone it buys responsibly to prevent e-waste and CO2 emissions, whilst helping people reduce their carbon footprint and boost their bank balance.

Changing customer behaviour has seen Asda accelerate its strategy to bring complementary brands into stores, as a growing number of customers look to complete many different missions in a single trip.

And as more and more customers look to shop online, Asda has also added 250 premium fragrance lines from the UK's leading distributor – Per-Scent – to it George.com site, making it a destination for those looking to pick up clothing, homeware and gifts in a few clicks.

In response to changing behaviours, the supermarket’s toyou service has also grown to support parcel collections and returns from over 100 high street and online retailers this year. With more customers ordering presents online in 2020, toyou is predicting a 40% increase in the volume of returns over the festive season vs last year, as shoppers look to make every journey count.

Matt Harrison, Senior Director of Corporate Development & Partnerships at Asda, said: “We continue our strategy of partnering with specialist retailers to deliver a great in store and online experience for our customers.

"At this time of year, many of us look to spend time with our families and make as few trips as possible to get the things we need. The addition of new offers and partners such as Decathlon and Accessorize provide the added convenience of completing a number of missions as part of a regular shop.

"We hope to add more partnerships into our stores in 2021 as well as rolling out successful trials.”