Asda Trials New In-Store, Convenience Concepts

The “test and learn” strategy accelerated as customers look to do multiple shopping missions in one trip.

September 23, 2020

LEEDS, United Kingdom—Asda is entering the convenience market through a trial with forecourt operator EG Group and by collaborating on an in-store concept with B&Q, the U.K.’s leading home improvement retailer. Asda is accelerating its in-store partnerships strategy following a shift in customer behavior brought on by the pandemic, with an increasing number of shoppers looking to complete multiple shopping missions on a single trip.

As well as expanding its offer in existing stores, Asda is trialing a new convenience proposition to provide customers with greater access to the supermarket’s range of products and prices. The new offer branded “Asda On the Move” will initially be trialed 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.

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 will provide customers access to a large number of products. In addition, customers can also access B&Q’s full range of products in-store for home delivery or click and collect.

Asda is also piloting a trial with online retailer music Magpie in five 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 onward.

“Our partnerships strategy is focused on making our busy customers’ lives easier,” said Preyash Thakrar, Asda’s chief strategy officer, in a press release. “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.”