12/17/2009 11:09:00 AM
Orange expands Asda concessions
Orange is to add eight more concessions to Asda Supercentres during the first three months of 2010, following a successful trial.
The new additions will push the total number of Orange and Asda concessions to 10, representing one third of Asda’s 30-strong Supercentre estate.
The iPhone is also now available in the two existing Asda concessions in Eastlands, Manchester and Milton Keynes, which opened on the 9 November.
The strategic partnership between the supermarket and operator was announced in October this year, with the first store opening on 8 October.
Both companies said that if the trial was successful, it would be rolled out across further Asda superstores.
Asda telecoms buying manager Spencer Brown told Mobile that the supermarket was working very closely with Orange to make sure the concessions went ‘in the right shops’.
He added: ‘Customer feedback has been fantastic. People often feel a little pressured in the specialist mobile stores and feel more comfortable in Asda, so we are picking up a completely different end of the market.’
Orange director of retail Sian Doyle said: ‘So far, the Orange concessions in Asda have been going really well. Part of the success is down to the tailored offering we have in Asda; our product portfolio is designed with the Asda customer in mind.
‘We have fully integrated with the Asda team, which is imperative to making the concession work.’
The two have joint-branded store units, carrier bags and uniform, and run joint induction courses to fully integrate the concessions, Doyle added.
The concessions provide Orange with a dedicated space, which is staffed by Orange employees. It stocks a smaller range of handsets than in Orange’s high street outlets, to avoid conflict with Asda’s existing offering.
Locations of the new concessions are yet to be confirmed.