Unlocking the Power of Asda Express: Why Convenience Is Your Next Big Opportunity

As shopper expectations continue to evolve, so does the landscape of retail media. Enter Asda Express, a growing network of convenience stores that combines local relevance, agile missions and national reach. Powered by LS Eleven Media Services, Asda’s award-winning Retail Media Network, the Express estate presents an exciting opportunity for brands to connect with shoppers in real time, in real life, and in the right mindset.

But what exactly does Asda Express offer, and why should it be part of your next activation?

Meet Asda Express

Asda Express is Asda’s growing estate of smaller-format stores – convenience spots that serve daily missions, quick top-ups, and last-minute needs.

Strategically located in residential areas, busy commuter routes, and motorway services. That means more chances to reach shoppers on the go, on their doorstep, or mid-journey – and all with flexible media placements to match.

And when you layer in LS Eleven’s targeting and creative capabilities? You’ve got a powerful retail media engine, scaled for speed.

Brands can activate across multiple omnichannel touchpoints – from petrol forecourts and ATM screens to shelf-edge signage and branded gondola ends.

Understanding the Convenience Shopper

To truly harness the power of Asda Express, it's key to understand who’s walking through the doors. And crucially, why.

Shoppers are grouped into three core mindsets:

• Residential shoppers
  Think city dwellers and rural families doing small basket shops or grabbing essentials while heading out or coming home. There are 162 stores serving this audience, with a mix of pure residential and hybrid formats.
• Transient shoppers
  These are the in-and-outers. They’re commuters, top-up shoppers, or those grabbing something quickly while on the move. With 233 stores in this bracket, there’s ample scale here.
• Hyper-transient shoppers
  Often at kiosks or service stations, this group is driven by out-of-town convenience – motorways, fuel stops and last-minute needs. Interestingly, half of these transactions include fuel, while grocery and kiosk categories account for two-thirds of sales. There are 83 stores in this segment.

Each group comes with its own mindset, context and opportunity. And with curated media packages for each, brands can connect in meaningful ways.

Activating Across the Journey

One of the standout advantages of Asda Express is the breadth of media touchpoints. From the moment shoppers spot your message on a forecourt poster or blinker, right through to the shelf-edge where purchase decisions are made, your brand can guide the journey.

Here’s a glimpse of what’s available:

• Petrol unit blinkers
• Branded gondola ends, shelf barkers, and POS displays
• Digital screens and external windows
• Express Store Takeovers, offering full-scale local impact with proven results

Plus, brands can tap into seasonal and local events, with activations tailored around moments like Halloween, International Beer Day or even the F1 season. Campaigns can also be based around locations and audience segments, such as students or festivals.

Why It Matters

The data speaks for itself – our store takeovers can deliver up to 2 million impressions and a 28% uplift in total brand sales. Not only this but Asda Express can help brands:

• Connect with Asda's hard-working families on specific shopping missions
• Use mission-led packages for a smart, scalable way to activate with speed and flexibility
• Amplify broader media investment through the power of convenience

This is about more than coverage; it’s about connecting in ways that feel relevant and timely to shoppers.

Ready to Explore the Express Opportunity?

Asda Express is already delivering for brands that want to be where their shoppers are — in the moment, in the mindset, and in the right place to act.

If you’re looking to amplify your media mix, test something new, or simply connect with shoppers in high-frequency, high-visibility spaces — this is the place to do it.

Get in touch with the LS Eleven Media Services team and let’s chat about what’s possible.