A supermarket for parents

 

Tesco children funky monkeyTesco is turning its largest supermarkets into lifestyle and leisure centres in a bid to target shoppers with children.

The British retail giant is sub-leasing its centre space to a play centre operator and traditional retailers.

Northern Irish indoor play chain, Funky Monkeys, is opening its first British franchises in two Tesco centres this year.

James Wiggam, corporate affairs manager of Tesco, says the move will make “our two stores even better destinations for customers”.

“The soft play centres will give busy families in Newport and Stockton the opportunity to combine the weekly shop with some fun for their little monkeys”.

Tesco has bought a stake in coffee chain, Harris + Hoole, and acquired the family restaurant chain, Giraffe.

It has also forged a partnership with the The Original Factory Shop, a discount chain that sells toys and homewares.

The Tesco of the future

Tesco’s newly revamped Watford store features a Giraffe, Harris + Hoole, and a clothing store concession, as part of its strategy to turn traditional supermarkets into destination lifestyle and leisure centres for families.

“We all know that food shopping is the last thing that kids want to do,” said Nina Rahmatallah, director of retail consultancy, Added Value, to Retail Gazette.

“Placement of restaurants and cafés in hypermarkets is not really a new concept, but recreational activity such as soft play is.

“This move now gives parents some real bargaining power when it comes to the kids accompanying them on the weekly shop.”

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