Asda aims to be number one destination for in-store entertainment with new POS and promotional programme


Leading food and grocery retailer Asda claims it has taken a further step in becoming the UK’s number one destination for in-store entertainment purchases thanks to the roll out of a new POS and promotional programme implemented by expert retail support agency eXPD8.

In the past year, the retail giant has saved itself and its studio partners more than £100,000 due to a strategic syndicated merchandising solution devised by eXPD8.

The programme included supporting the Foyer New Release Tower across the chain on a weekly basis in more than 200 stores, with this figure set to grow in the coming year. The activity was undertaken in collaboration with Asda’s internal team, with eXPD8 liaising with Marketing, Supply and Trade teams to ensure outstanding day one compliance figures of over 95%, week in, week out.

Sarah Sheffield, head of entertainment at eXPD8, said: “Our first year with Asda has been exceptional and we are thrilled to see that the figures back up our strategic goal. In addition to introducing new POS innovations to Asda, we have also continuously supported them on their promotional activity on a monthly basis across approximately 450 stores nationwide. Overall promotional compliance is on an upward trend, and is especially notable in specific areas such as Checkouts, as well as for FSDU for both new releases and catalogue stock.

“We’ve had a huge recruitment drive at eXPD8 to ensure we have a skilled, 200-strong team to support our work with Asda, as well as appointing two new staff at head office. It’s fantastic to be able to help our client on its journey to becoming the UK’s number one destination for entertainment purchases, and we are hugely looking forward to the next 12 months’ activity with them.”

Over the past 12 months, eXPD8 has supported Asda in the launch of a number of high profile releases, with DVDs including Teenage Mutant Ninja Turtles, 22 Jump Street, The Lego Movie and The Amazing Spiderman, as well as top selling games like Call of Duty Advanced Warfare and Destiny.

Joanne Waddington, from Asda, said: “Since bringing eXPD8 onboard in stores and in house we’ve seen compliance levels rise by 18%. Such a successful performance has enabled us to maximise sales and trading relationships with suppliers. It’s great to see product given the strongest profile and presence in our stores. In delivering these results eXPD8 have built a solid and trusted relationship with our stores and head office teams.

It’s a strong relationship we look to build on and look forward to seeing many more positive results from in the near future.”