Wednesday, May 22, 2019

Tesco installs children‘s soft play area in-store


The Original Factory Shop and a children‘s soft play area are the latest businesses to take space in one of Tesco‘s largest stores as the supermarket group looks for ways to attract shoppers and increase footfall.

Tesco has sublet space in its Tesco Extra in Newport, Wales, to discount chain The Original Factory Shop and play centre operator Funky Monkeys, says the Daily Telegraph.

The revamp is part of a Tesco initiative to convert its hypermarkets into retail and leisure centres.

One recruitment consultant said the vastly improved global supply chain is allowing supermarkets to use extra space to expand its offering into leisure.

As part of the revamp of its hypermarkets, Tesco has bought a stake in coffee Harris + Hoole and acquired restaurant chain Giraffe. One of the first Tesco Extra‘s to be modernised was in Watford, which includes a Giraffe, Harris + Hoole, and a F&F clothing concession.

Nina Rahmatallah, Director of brand development firm Added Value said the family unit is the audience that will provide the greatest growth for supermarkets.

“Placement of restaurants and café‘s in hypermarkets is not really a new concept, but recreational activity such as soft play is. We all know that food shopping is the last thing kids want to do. This move now gives parents some real bargaining power when it comes to the kids accompanying them on the weekly shop.

“In the past the promise of sweets, a magazine or toy would likely have been involved but play is a much healthier alternative and as such Tesco‘s could well achieve the holy grail of happy kids and happy parents if this takes off.”

Discount store Original Factory Shop sells a range of non-food items including toys and homeware products at almost 200 UK stores.

The revamped Tesco store opened last week and the Funky Monkeys play area will open on November 18.