Asda is joining forces with toy retailer The Entertainer to roll out a new shop-in-shop concept.
The move is part of Asda’s ‘test and learn’ strategy that launched last year and aims to develop partnerships with brands that complement the supermarket’s existing offer. These include its recent trial of a new convenience store format with forecourt operator EG Group and the introduction B&Q product sections inside some its superstores.
The latest partnership will see The Entertainer turn the toy categories in five Asda stores into branded concessions offering customers a larger range of products from brands such as Lego, L.O.L, Paw Patrol and Disney.
The Entertainer has more than 170 UK stores and a further 300 internationally. The Asda tie-up will launch in February next year, with The Entertainer having full responsibility for product range, pricing and merchandising in these stores.
Asda also announced a new partnership with Per-Scent, a branded fragrance distributor. Per-Scent, using its Fragrance Point brand, will initially launch in Asda’s Stevenage store. Customers will be able to use a digital pod to order from a range of more than 300 branded fragrance lines for home delivery or collection in store. Later this month, the full Fragrance Point range will be available to purchase from the George online store.
Meanwhile, Asda is expanding its trial partnership with musicMagpie. A five-store pilot will now be extended to a further 31 outlets following a positive reaction from its customers. The tie-up offers shoppers a range of used DVDs priced £1 and £2 in store alongside Asda’s current entertainment offer.
Asda’s strategy of working with complementary brands began last year with jewellery and accessories retailer Claire’s. It has since been extended to tie-ups with Greggs, B&Q, musicMagpie and now the Entertainer and Fragrance Point.
The retailer stated that the move to accelerate its in-store partnerships strategy follows a shift in customer behaviour brought on by the pandemic, with an increasing number of shoppers looking to complete multiple shopping ‘missions’ on a single trip.
Matt Harrison, Asda’s Senior Director of Corporate Strategy and Partnerships, said: “We anticipate working with more great brands like the Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”
NAM Implications:
- Apart from being a good way to optimise large space redundancy…
- Asda are clearly intent of building committed trade partnerships in the aisle.
- Apart from suppliers in toys ensuring a fair share from moves to date…
- …there have to be opportunities to anticipate obvious next ‘single-trip’ multiple shopping partnership moves.
