# Supermarket Convenience Store Concepts Asda Debuts the 'On the Move' Convenience Store Concept By Grace Mahas | Published 2020-09-22 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/on-the-move References: [corporate.asda](https://corporate.asda.com/newsroom/2020/09/18/asda-trials-new-in-store-and-convenience-concepts) Asda announced it will continue developing its 'test and learn' strategy by entering the convenience market with the launch of the new 'On the Go' store concepts. The new in-store concept will include a variety of leading brands to complement the grocery store's existing customer offering. The new in-store partnership follows a change in consumer behavior brought forth by [COVID](https://www.trendhunter.com/trends/moon-under-water)-19, with many shoppers looking to "complete multiple shopping 'missions' on a single trip." The new concept follows Asda's successful partnership with [Uber Eats](https://www.trendhunter.com/trends/uber-eats-grocery-experience) in July (now available at 25 locations) which underscores consumers' preference for speed and convenience. [Asda On the Move](https://www.trendhunter.com/trends/refill-store) will be trialed at EG Group fuel station forecourts in Leamore, Ashby, and Primley in the Midlands. Image Credit: ASDA ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 73% | Activity: 82% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Convenience Store Partnerships:** Large grocery stores are partnering with convenience stores to offer a wider range of products and services to consumers, creating opportunities for disruptive innovation in supply chain logistics and delivery services. - **Integrated Shopping Experiences:** Consumers are looking for seamless and convenient shopping experiences that allow them to complete multiple shopping missions on a single trip. This trend presents an opportunity for disruptive innovation in mobile ordering and payment systems. - **Expansion of Grocery Store Brands:** Grocery stores are expanding their brand offerings by partnering with established industry leaders, creating opportunities for disruptive innovation in brand development and marketing strategies. ### Industries Being Reshaped - **Supermarkets:** Supermarkets can partner with convenience stores to offer a more comprehensive range of products and services to consumers, with potential for disruptive innovation in supply chain logistics and delivery services. - **Fuel Stations:** Fuel stations can partner with grocery stores to offer a wider range of products and services to consumers, creating opportunities for disruptive innovation in location-based mobile ordering and payment systems. - **Food Delivery Services:** Food delivery services can partner with grocery stores to offer on-demand delivery services, creating opportunities for disruptive innovation in last-mile delivery solutions. ## Related on Trend Hunter - [Virtual Convenience Store Concepts](https://www.trendhunter.com/trends/aldi-4.md) - [Globally-Inspired Ready-to-Eat Foods](https://www.trendhunter.com/trends/asda-foodtogo-range.md) - [Consumer-Driven Grocery Stores](https://www.trendhunter.com/trends/waitrose-home-of-food-lovers.md) - [Sophisticated Supermarket Sub-Brands](https://www.trendhunter.com/trends/exceptional.md) - [Value-Minded Grocer Meal Deals](https://www.trendhunter.com/trends/asda-meal-deal.md) - [Functional Nutrition Convenience Stores](https://www.trendhunter.com/trends/storrd.md) - [On-Demand Convienience Shopping](https://www.trendhunter.com/trends/just-eat-3.md) - [Virtual Convenience Stores](https://www.trendhunter.com/trends/aldi-express.md) - [Small-Format Grocery Stores](https://www.trendhunter.com/trends/new-smallformat-stores.md)