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English Español UK: Asda partners with EG Group in convenience concept

Supermarket trials new ‘Asda On the Move’ convenience brand offering fresh food and essentials from three EG Group fuel station forecourts in the Midlands.



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Asda boosts strategy that will now see the supermarket enter the convenience market through a trial with forecourt operator EG Group and collaborate on an in-store concept with B&Q.

Asda is accelerating its in-store partnerships strategy following 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.

“That means offering convenience when they visit our stores by bringing in complementary brands to help them complete more shopping missions in one location, and convenience that makes our great value products more accessible in local communities,” says Preyash Thakrar, Asda’s Chief Strategy Officer

The B&Q collaboration involves the trial of four ‘shop within a shop’ compact B&Q stores within Asda’s superstores. The first two stores, which will open in Dagenham and Sheffield later this year, will be operated by B&Q and provide customers with access to a large number of products. In addition, customers can also access B&Q’s full range in-store for home delivery or click and collect.

As well as expanding its offer in existing stores, Asda is trialling a new convenience proposition, to provide customers with greater access to the supermarket’s products and prices. The new offer branded ‘Asda On the Move’ will initially be trialled at EG Group fuel station forecourts in Ashby, Leamore and Primley in the Midlands.

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