Asda has opened a new version of its On the Move forecourt convenience format which focuses on the supermarket’s premium ranges.
The store, which is located on EG Group’s Oxford Road forecourt in Beaconsfield, Buckinghamshire, stocks 2,500 products including a wide selection of Asda’s more deluxe own label products. These include fresh and chilled lines from its ‘Extra Special’ range, as well as ready meals and beers, wines and spirits.
The forecourt store site will also stock a selection of dishes from the retailer’s recently launched Gino D’Acampo Italian food range.
As well as stocking a more premium product range, the store has a different look to a traditional grocery convenience format, taking cues from the retailer’s Extra Special branding – both inside the store and on the forecourt.
A second premium On the Move store will launch in Hartlebury before the end of the year, with five further locations set to receive an extended range of Extra Special products.
Last month, Asda revealed that it was planning to open a further 28 On the Move stores with the EG Group in the coming months following the success of three trial outlets that debuted last year. Roll out to 200 locations is planned for 2022. The move marks the supermarket group’s first concerted push into the convenience channel and follows its takeover by the owners of the forecourt giant.
“We know that customers want great quality that is easily accessible and great value – so we’re delighted to be able to launch our first-ever ‘Extra Special’ Asda On the Move store in Beaconsfield,” said Derek Lawlor, Asda’s Chief Merchandising Officer.
“Customers visiting the store will find everything you would expect to be able to pick up in a forecourt grocery location, along with a wide range of premium Extra Special options across chilled meals, fresh ingredients and a specially selected range of beverages.
“The launch marks a milestone in the evolution of Asda On the Move and our convenience offer, as well as an increased focus on showcasing our Extra Special range, which continues to be a popular choice with customers with like-for-like sales in this category up by more than 20% in Q2 compared to the same period in 2019.”
NAM Implications:
- Another Asda initiative…
- Begging the question re the extent to which Walmart was a holding-back influence.
- i.e. more to come?
