Asda will open another 22 ‘Phone Shop’ concessions after a successful trial of two ‘stores within stores’ in its Manchester Eastlands and Sutton Coldfield superstores.
The move will see Asda intensify its drive into the mobile space in a bid to grab share from rivals Tesco and Carphone Warehouse.
Two new mobile phone shops at Asda’s superstores in Milton Keynes and Watford will open this quarter with another 20 mobile stores planned later this year. A further rollout is on the cards that will see Phone Shops in all of Asda’s 40 superstores. The Phone Shop openings will be tied into Asda’s wider, rolling superstore refit programme.
The new stores will sell Orange, Vodafone, T-Mobile and Three contracts and upgrades, as well as prepay and accessories. They will also sell Asda Mobile, the supermarket’s MVNO offer, which runs off the Vodafone network.
Asda opened its first two mobile stores in August, after trials of two Orange concessions at Manchester Eastlands and Milton Keynes collapsed. The superstore brought in distributor Shebang to staff and run the trial stores.
Asda also struck a deal with Shebang to design and build its mobile sales website. The deal with Shebang followed the collapse of its £20m distribution deal with Tesco.
Julian Burton MD of Shebang consumer solutions, told Mobile that the trial Phone Shops had exceeded Asda’s performance targets by 150%.
He said: ‘These targets cover all mobile products in the Phone Shops. At Asda there is a targeted drive to uplift all mobile products as they recognise that that is a real measure of success.
‘In that way our people are able to consider the customers’ needs rather than artificial targets.’