Sainsbury’s begins Mini Habitat rollout
Sainsbury’s has begun the rollout of Mini Habitat branches within its supermarkets allowing shoppers to see and touch products to give them more confidence to buy online.
The first 2,000sqft has opened within Sainsbury’s new Nine Elms store in London. There are plans to launch a further four UK stores, ranging from 1,400sqft to 2,000sqft, by early 2017 in Reading, Solihull, Epsom and St Albans.
It is looking to create a network of regional touch point stores to help support its multi-channel growth strategy. Investment in smaller footprint concession formats is aimed to further both online and offline brand awareness with new audiences as well as increase online shopper confidence by allowing customers to touch and feel product quality in convenient store locations.
The Mini Habitat stores will include an edit of more than 600 products in-store – all designed by the Habitat design team in London - with a range of price points across furniture, upholstery, lighting, homewares and textiles. Customers will be encouraged to interact with product as well as explore habitat.co.uk on integrated digital screens and in-store iPads that allow them to browse the full product portfolio of over 4,500 products. Habitat staff will also be in-store to talk customers through products and highlight product options online that can be ordered for home delivery.
‘This new relationship with Sainsbury’s offers the Habitat brand significant growth potential,’ sales Clare Askem, Habitat md. ‘We’ve seen our brand evolve rapidly over the last few years and the opportunity to create a new network of local stores with a new national partner that will support our multi-channel business strategy is a really exciting prospect. We’ll be working closely with Sainsbury’s on these pilot stores to understand the full potential of this format and gauge customer reaction but I’m confident that our brand will connect with Sainsbury’s shoppers and make Habitat more accessible to shoppers both on the high street and online.’
‘This is the start of an exciting new phase for us and I’m delighted that we’ve been able to open the first Mini Habitat so quickly in our new flagship store at Nine Elms. Habitat is a fantastic, iconic brand which I’m sure will be very popular with Sainsbury’s customers who will benefit from being able to shop across all of our brands under one roof,’ says Mike Coupe, Sainsbury’s chief executive.