Asda announced it will continue developing its 'test and learn' strategy by entering the convenience market with the launch of the new 'On the Go' store concepts. The new in-store concept will include a variety of leading brands to complement the grocery store's existing customer offering.
The new in-store partnership follows a change in consumer behavior brought forth by COVID-19, with many shoppers looking to "complete multiple shopping 'missions' on a single trip." The new concept follows Asda's successful partnership with Uber Eats in July (now available at 25 locations) which underscores consumers' preference for speed and convenience.
Asda On the Move will be trialed at EG Group fuel station forecourts in Leamore, Ashby, and Primley in the Midlands.
Supermarket Convenience Store Concepts
Asda Debuts the 'On the Move' Convenience Store Concept
Trend Themes
1. Convenience Store Partnerships - Large grocery stores are partnering with convenience stores to offer a wider range of products and services to consumers, creating opportunities for disruptive innovation in supply chain logistics and delivery services.
2. Integrated Shopping Experiences - Consumers are looking for seamless and convenient shopping experiences that allow them to complete multiple shopping missions on a single trip. This trend presents an opportunity for disruptive innovation in mobile ordering and payment systems.
3. Expansion of Grocery Store Brands - Grocery stores are expanding their brand offerings by partnering with established industry leaders, creating opportunities for disruptive innovation in brand development and marketing strategies.
Industry Implications
1. Supermarkets - Supermarkets can partner with convenience stores to offer a more comprehensive range of products and services to consumers, with potential for disruptive innovation in supply chain logistics and delivery services.
2. Fuel Stations - Fuel stations can partner with grocery stores to offer a wider range of products and services to consumers, creating opportunities for disruptive innovation in location-based mobile ordering and payment systems.
3. Food Delivery Services - Food delivery services can partner with grocery stores to offer on-demand delivery services, creating opportunities for disruptive innovation in last-mile delivery solutions.