Asda to pilot convenience format and B&Q shop-in-shops

The supermarket giant is piloting the new Asda On The Move c-store fascia on three petrol station forecourts in the Midlands, as part of a tie-up with EG Group. 

The trial shops will open in Ashby, Leamore and Primley.

Asda has opened smaller-format stores in the past, but this represents its first concerted push into the convenience food sector. 

The Walmart-owned business has also tied up with DIY giant B&Q as it seeks to make better use of space in its largest sheds.

The first two B&Q shop-in-shops will open in Dagenham and Sheffield later this year and will be operated by B&Q staff.  

The locations, measuring 2,000 sq ft to 3,000 sq ft, will sell a limited selection of paint, tools, hardware and other DIY essentials. B&Q’s full product range will be available for customers to order for home delivery or click and collect. 

The grocer said the moves formed part of its ‘test and learn’ strategy to join forces with third-party brands to complement its existing proposition.

Asda is also piloting a trial with online retailer Music Magpie in five stores in the North. Used DVDs will be available to purchase alongside Asda’s existing entertainment offer. 

It will also roll out its shop-in-shop partnership with Claire’s, which it launched last year, to 15 stores. 

Asda, which already worked with the likes of Decathlon, Subway and McDonald’s in other supermarket locations, is ramping up its in-store partnership offer following what it called “a shift in customer behaviour” during the coronavirus pandemic.

It said an increasing number of customers were “looking to complete multiple shopping missions on a single trip”. 

Asda chief strategy officer Preyash Thakrar 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.” 

B&Q director of business development Chris Bargate added: “We believe in testing small formats and are committed to trialling new initiatives. We’re delighted to be trialling with Asda to test a more convenient way for customers to access our range of home improvement products and services.  

“Our customers are continuing to adapt and change to new ways of living and shopping and this is just one way in which we’re responding by getting closer to customers and making it easier for them to improve their homes.”