Asda extends ‘superstores of the future’ trial
Asda is to extend its customer-led superstore trials to eight more stores.
The move follow pilots in Grantham and Coventry where the retailer says it has created scalable destination stores that reflect today’s changing shopper habits.
Asda president and chief executive Andy Clarke said: “It’s no secret that the way customers shop is changing – they’re leading the charge and it’s only right that we respond to them. They’re telling us what they want from big stores and we’re weaving that into our offer.
“This also means the stores won’t be a carbon copy of each other, it’s not a case of one size fits all, but it is scalable; it is pragmatic; and it is responsive.”
The eight revamped stores will include Hatfield, High Wycombe, Carlisle, Gravesend, Blackburn, Norwich, Cwmbran and Bridge of Dee.
Asda said the stores will aim to join online and in-store by installing order points where customers can browse and shop the entire George, George Home and non-food collections. They will also feature a new designated fast lane, clearly signposted from the car park, which enables customers to pick up online purchases from a new Drive-Thru Click and Collect zone. Asda’s online operation is currently worth £1 billion and is expected to grow into a £3 billion business by 2018.
In addition, more space has been allocated to the George fashion and George Home brands with newly revamped areas featuring a fashion catwalk and mannequins showing the latest trends and George Home inspiration areas.
The stores will also feature an enlarged mother and baby department and a bigger health, beauty and wellness department, including an opticians and pharmacy. There is also a new look bakery with a free-from department devoted to products for customers with food intolerances. Asda said sales of Free From products have seen double-digit growth, with sales rising by 59% in January.
The Grantham store is the first Asda store to include Walmart inspired ‘Food for Now’ and ‘Food for Later’ options. A new Food for Now café sells most items for £1 and features concepts from Asda’s parent company Walmart including digital menu screens, a ‘Grab and Go’ area inspired by Walmart brand Sam’s Club, and a Seattle’s Best Coffee kiosk where customers can purchase food and coffee to go.
