Ah, ASDA...
“Ok, done? Then let’s get out of here, now!”
The shopping experiences in London so far have been very much like New York or Chicago; small formats with small baskets rings. Which is an interesting change of pace but this weekend I wondered out into the burbs of London and discovered my first supercenter store, or “hyper-store” as they refer to them. Big sign, big parking lot, big store but nothing could prepare me for the chaos that waited inside. It felt a little too close to home as people scrambled in and out, kids running amuck and cash registers (or “tills”) bleeping like crazy. That’s when I heard one man lean over to his wife and blurt out in frustration, “Ok, done? Then let’s get out of here, now!” It felt like a typical Saturday at Walmart.
So, a couple of interesting things from my ASDA trip:
Application: Next time consider bringing a large value platform to the retailer that your brand can own. So many times we try to lead with the shopper experience; meal-planning, regime-solutions, etc. Next time consider a straight-up value play with your brand creating the most value.
The shopping experiences in London so far have been very much like New York or Chicago; small formats with small baskets rings. Which is an interesting change of pace but this weekend I wondered out into the burbs of London and discovered my first supercenter store, or “hyper-store” as they refer to them. Big sign, big parking lot, big store but nothing could prepare me for the chaos that waited inside. It felt a little too close to home as people scrambled in and out, kids running amuck and cash registers (or “tills”) bleeping like crazy. That’s when I heard one man lean over to his wife and blurt out in frustration, “Ok, done? Then let’s get out of here, now!” It felt like a typical Saturday at Walmart.
So, a couple of interesting things from my ASDA trip:
- Value is first and foremost. You’ll notice every endcap (or Gondola Ender), has the price predominate.
- They’re pushing “Big Brands”, mostly in this case George Home.
- They introduce you to their local store managers predominately on an endcap by check out.
- It was nice that they had a pet water dish to create a store-of-the-community feel.
Application: Next time consider bringing a large value platform to the retailer that your brand can own. So many times we try to lead with the shopper experience; meal-planning, regime-solutions, etc. Next time consider a straight-up value play with your brand creating the most value.
Comments
Post a Comment