Asda has accelerated the rollout of its new convenience format, Asda Express, with the opening of nine new locations.

The retailer is on track to deliver against its goal of reaching 500 Express stores as part of its ongoing mission to bring unbeatable value to more UK communities. 

Building Asda’s presence in urban locations

The moves aims to further expand Asda’s reach into high-footfall urban areas, residential neighbourhoods and transport hubs – locations where the supermarket traditionally had a limited presence.  

“These openings are a key part of our strategy to bring Asda’s unbeatable value to more urban areas and residential communities,” said Joseph Sutton, VP at Asda Express, Foodservice and Fuel. 

Seven new London stores will open this week at Tower Bridge, Greenwich, Limehouse Station, Harringay, Deptford, Whetstone and the former Arsenal FC club shop at Finsbury Park station. Outside the capital, two new stores will also launch in Botley (Southampton) and Stoke. 

Each Express convenience store offers over 3,000 branded and own-label products, catering to everything from top-up shops to lunch on the go. Additional services within the stores will include Costa Coffee machines, ATMs, Amazon collections and returns, as well as on-demand delivery options via Uber Eats, Just Eat and Deliveroo. 

Asda invests in ESLs to support Express expansion

All new Asda Express stores will also be kitted out with VusionGroup’s electronic shelf edge labels (ESLs) from day one, streamlining operations for colleagues and enhancing CX. 

By digitalising the shelf-edge, the ESLs allow Asda staff to spend more time helping and serving customers, as well as focusing on priority tasks to ensure the smooth running of the store, including managing deliveries and replenishing shelves.

“By combining ESLs with IoT innovation and data-rich insight, we are helping to transform the in-store experience for Asda customers and colleagues,” Roy Horgan, CEO UK&I at VusionGroup, commented.

The technology will also be used to offer shoppers more product information at the shelf-edge, with allergen information displayed via digital QR codes, in addition to other details including pricing, weight and unit prices.