Asda: expanding in the south with a new small format store

Date : 25 June 2015

We visited the new store in Wealdstone on its opening day to see how the northern retailer is expanding its offer in the south with its supermarket format.

Key opening in five year strategy

The store is located on Wealdstone's busy high street, just a few minutes' walk from Harrow & Wealdstone station: one of the Transport for London sites where Asda operates its click and collect service. The new supermarket, which also offers a click and collect service, is a key example of how Asda is expanding in the south, reaching more shoppers and rolling out click and collect, as part of its five year strategy. The 9,000 sq ft store will be followed by a smaller high street supermarket this summer in London's Deptford. At 6,000 sq ft, it will be one of the estate's smallest stores.

Inside Asda Wealdstone

The smaller high street supermarket format creates the opportunity for Asda to compete in the convenience arena. To date, Asda has chosen to participate in this channel through standalone petrol stations, with plans to expand by 35 new sites this year alone. Given its convenient location, shoppers are met with a food-to-go range at the front of the store alongside US drinks companies f'real and Seattle's Best Coffee; leveraging its relationship with Walmart once more. The Wealdstone store features pizza and bakery counters and caters to well to more missions, in particular food for tonight. Tailoring itself to the local demographic, the store features an ethnic aisle with Asian, Polish and Carribean foods.

Branding and communication

The new Asda branding adds to the store's appeal, both inside and outside, giving the retailer a refreshing feel. Key messaging, complemented by the branding, includes Asda's price position 'same low prices in every store' and new mission 'Save money. Live better.'. The store opening and the roll out of the branding comes as Asda celebrates its 50th birthday, communicated in-store with hanging banners.

Trading with Asda

This year, along with the two supermarket stores in London, Asda plans to roll out 15 more small format store across the UK. After petrol filling stations, supermarkets is the format which will have the most store openings this year, making it a key format to watch. To read more about trading with Asda and key plans for this year, read our latest retailer report here.

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