Sainsbury’s broadens retail push

Sainsbury’s broadens retail push

Supermarket giant Sainsbury’s is boosting its mobile push with the opening of another five Phone Shops to add to the six pilot stores it launched earlier this year.

The five new Phone Shops will open in Sainsbury’s megastores in Barnstaple, Edinburgh, Rustington, Cobham and Epsom in early 2014.

The move intensifies the retailer’s challenge to supermarket rivals Tesco and Asda in the mobile sphere and follows the launch of its MVNO, Mobile by Sainsbury’s, earlier this year. 

Sainsbury’s mobile strategy is to offer low cost mobile deals, targeting its base of largely female shoppers with cut-price family-oriented deals and bolstered by special offers linked to Sainsbury’s customer loyalty card scheme.

This latest roll-out follows a successful trial of Phone Shops in superstores at Kings Lynn, Letchworth, Cannock, Cheadle, Bishops Stortford and Monk Cross.

Sainsbury’s is currently recruiting managers for each of the five new Phone Shops. The supermarket said prospective candidates must have retail management experience, proven sales skills and an enthusiasm for technology.

The directly managed stores are located in prominent positions in the supermarkets and operated by dedicated Sainsbury’s staff who are trained to sell mobile phones and accessories. 

The Phone Shops offer contract deals with Three, O2, Orange, T-Mobile and Vodafone as well as with its Mobile by Sainsbury’s MVNO which uses Vodafone’s network.

The supermarket giant is also leveraging its clubcard loyalty scheme, offering customers promotions linked to extra clubcard points.

Author: Carol Millett
Written by Mobile Today
Mobile Today


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