Sainsbury’s has opened its second ‘On the Go’ convenience store in the heart of Birmingham’s business district.
The new format, that aims to meet the needs of busy workers in city locations, was unveiled earlier this month in London. Five further stores across the country are due to undergo an ‘On the Go’ makeover by April this year with the retailer suggesting at least 130 sites in busy urban areas could be suitable.
The Birmingham store in a reopened Local outlet on Colmore Row features the usual range of fresh produce and grocery products. However, Sainsbury’s has used shopping data and analytics to tailor the product offering to local city workers, with various breakfast, lunch and meal-for-tonight options available. They can now also choose from pizza cooked in-store, drinks from a self-service coffee machine and fresh orange juicer, and a selection of sushi products from Yo! Sushi.
The layout of the store has also been revamped, with more space allocated to the checkout area to ensure time-pressed shoppers can pay as quickly as possible.
Store Manager Sharon Slim said: “By focusing on fresh ‘On the Go’ food and drink and making it even easier for customers to shop quickly and conveniently, we’re well-placed to bring busy city workers everything they need under one roof.”
Sainsbury’s now has around 810 convenience stores which it has stated will form a key part of its growth plans in the coming years as people shop locally and consume more food on the move.
NAM Implications:
- NAMs now have two opportunities (i.e. degrees of localisation) to find ways of integrating with this initiative…
- Proactive NAMs are already working on the 130 site strategy…
