Asda announced plans this week to make its online delivery service available to 97% of UK homes by the end of the year, and its Wigan branch, this week's Top Store, gives a clue as to why, with local use of the national website driving growth across the store. The 100,000 sq ft supercentre was the only store to provide a full basket this week and impressed our shopper with superior customer service, excellent availability, clear aisles and competitive special offers. The 30-year-old store was re-sited 11 years ago to its current location on the edge of a retail park (next door to the JJB football stadium), which store manager Carl Davies admits is a challenge, especially with a nearby Tesco and Morrisons. But the store has moved with the times, and we have definitely benefited from the online service. "Wigan is a traditional Asda town and people demand simple, decent food. But over the past 18 months people have gained confidence in ordering online and have discovered that using the service doesn't mean compromising the quality of fresh food. Online shopping is now our biggest growth area and is increasing footfall, too. "Shoppers who weren't coming to the store are discovering Asda via the website. When they get the deliveries, the quality of our service encourages them to find out what the store is like for themselves," Davies adds.



Q&A with Carl Davies Store manager of the week


 


Which products are selling well? Easter eggs are really popular at the moment because we have reduced the brands such as Flake and Smarties from the average retail price of £2.50 to £1. Our George 2-pack of white shirts for £5 is also popular and we have sold plenty of Goodmans 19-inch TVs, which include a Freeview digital TV package, since Christmas. What would you like to change about your store? I would like easier and bigger access points into the store. Our branch is adjacent to the JJB Stadium, which is shared by Wigan football and rugby club. On match days - Fridays and Saturdays - the roads are jammed. It doesn't help that those days are the busiest for us either. I don't suppose the recession helps. How are you finding conditions? In 25 years of retail, the past year has been the most challenging because of the economic downturn and increased competition from other retailers. But managing a supercentre is the pinnacle of a career in retail. These stores take more money, have a wider range of products and get higher footfall. 25 years, eh? What's been the biggest change you've seen in that time? Responsiveness to customers has really improved. We have realised the importance of understanding the individual demands of the location. For example, unlike an inner city Manchester catchment, Wigan shoppers demand more fresh produce and local food such as Pooles Pies and Uncle Joe's mint balls. We're getting better at delivering the local produce our customers are calling for. Do you think there are enough younger people entering retail? Actually, Asda launched a new apprenticeship scheme this week to recruit a wider range of people for store positions. Just at our supercentre, we train younger colleagues in many different areas, from pharmacy to bakery and the photo shop. It is not just about food any more.


 


Asda Wigan, Greater Manchester


0 - This Asda Supercentre was the only store to provide all 33 items. As well as strong availability it boasted helpful and friendly staff. The aisles were clean and free of packing trolleys, and there was a variety of promotions across the store. Thirteen of the 24 checkouts were open, which was sufficient for the number of shoppers at the time. We visited on 1 February at 9.30am. Our shop lasted one hour and 30 minutes. Time spent at the checkout was five minutes.


 


Morrisons Canvey Island, Essex


4 - Good customer service was the only plus at this store. The fresh produce was poor quality and the fixtures were awkwardly placed. Staff were restocking but there were still lots of gaps on shelves. Packing trolleys caused congestion in most aisles and the garlic, grapes, Schweppes tonic water and McCain chips were sold out. We visited on 1 February at 10.05am. Our shop lasted one hour and 10 minutes. Time spent at the checkout was seven minutes.


 


Sainsbury's Streatham, south London


3 - Customer service was the clear highlight at this bustling Sainsbury's. A floor assistant was extremely chatty to our shopper and helped to find a couple of missing prices. The quiche, Philadelphia soft cheese and garlic were sold out, but our shopper commented on how well the items on offer were selling. We visited on 1 February at 9.10am. Our shop lasted one hour. Time spent at the checkout was five minutes.


 


Somerfield Atherstone, Warwickshire


2 - The staff on the shop floor were friendly at this store but the narrow aisles made it hard for trolleys to pass each other. The aisles were clean and tidy but looked dated and in need of some refurbishment. Our shopper was charged for satsumas instead of oranges and the McCain chips and frozen baguettes were out of stock. We visited on 1 February at 12.00pm. Our shop lasted 45 minutes. Time spent at the checkout was six and a half minutes.


 


Tesco Craigmarloch, Lanarkshire


1 - With efficient and enthusiastic staff, clear and immaculate aisles and strong availability, this Tesco was a contender for the Top Store award, but it had sold out of large free-range eggs. Our shopper was impressed by the variety of special offers and the clear signage. Only 12 of the 21 checkouts were open, but this was sufficient. We visited on 1 February at 9.55am. Our shop lasted one hour. Time spent at the checkout was three minutes.


 


Waitrose Wilmslow, Cheshire


1 - Although there were no red seedless grapes in stock at this clean Waitrose, there were no noticeable gaps on the shelves and the staff were helpful. The store was small but its illogical layout meant our shopper spent longer than usual finding the items. We visited on 1 February at 11.05am. Our shop lasted one hour and 15 minutes. Time spent at the checkout was three minutes.


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