IconSystem empowers ASDA to accelerate store rollouts

ASDA’s Model and Design team has significantly reduced the time and admin needed to trial and implement new retail concepts and store launches by creating a single source of truth using IconSystem information management software.  

ASDA and IconSystem’s 18-year partnership has delivered continued improvements, including:  

• Accurate, trusted asset information for every pilot, store launch and refresh  
• Easier strategic growth planning and costing to facilitate expansion into new store sizes and formats  
• Faster concept evaluation through a new digital process for managing retail trials  
• Lower administrative workload as multiple spreadsheets have been replaced with one central database 
• Greater cost control as IconSystem’s dual-price capability can track both standard and bulk procurement costs  
• Improved tendering processes through comprehensive tracking of intellectual property rights  
• Secure data storage and complete auditability through detailed historical records 

Managing complex asset data at scale 

ASDA operates a diverse mix of superstores, convenience stores and petrol stations serving 18 million customers across more than 1,200 UK locations. 

The Model and Design team is responsible for overseeing all fixtures and equipment across the business, from supporting store launches and refurbishments to ensuring like-for-like replacement of individual assets. 

Since 2006, ASDA has been using IconSystem to improve the accuracy and accessibility of its specifications and standards information.  

IconSystem provides a central database that enables the Model and Design team to track exactly what equipment and fixtures are needed for each department and location. 

“Accuracy is really important to us. We need to know exactly what kit is needed to land a new store or department, and how much it is going to cost. If the line’s wrong, the model’s wrong.”  

Elizabeth Johnson, Model and Spec Co-Ordinator, ASDA

Flexible cost modelling enables confident store expansion 

As ASDA continues to evolve its store formats to match changing customer needs and location opportunities, IconSystem has proven pivotal in supporting strategic growth through precise cost modelling and procurement management. 

The software maintains detailed cost models for different store sizes (2.6k, 3k, 8k, 15k, 25k, 40k and 80k square feet). Each model contains comprehensive specifications including architectural drawings, images and itemised cost breakdowns.  

When ASDA recently introduced a 2.6k square foot format, IconSystem’s flexibility enabled a smooth transition. 

“As a business, we need to evolve our store format to match customer needs and location opportunities. IconSystem has supported this transition. Rather than starting from scratch, we’ve been able to build on our existing infrastructure to calculate costs and requirements for new store sizes.” 

To further enhance ASDA’s small-format store expansion, the retailer worked with IconSystem to develop an innovative dual-pricing system. This function enables simultaneous tracking of bulk procurement and standard model pricing. 

“Previously, our cost plan didn’t reflect reality because there was no way to show the price if we had secured special deals on some items. Now, we can toggle between the standard and actual procurement prices.”  

From spreadsheets to a single source of truth 

Initially, the Model and Design team adopted IconSystem as a reference library. The move from spreadsheet-based systems to a single, remotely accessible database significantly reduced admin while enabling the team to capture more detailed information about each asset. 

For every piece of equipment, IconSystem now stores comprehensive information including descriptions, manufacturer details, cost information and lead times, plus all supporting documentation such as drawings, photos, installation guides and safety certificates. 

ASDA has also started collecting new asset information – for example, IconSystem includes an energy cost tracking field that allows the Model and Design team to record energy usage for electronic assets such as digital advertising screens.  

“If someone says to us, what’s in your bakery, we can tell them all the different elements that make up a bakery department, right down to the different utensils they use.” 

IP tracking improves procurement 

Centralising asset management in IconSystem has reduced the admin burden on the Model and Design team. For example, price changes previously had to be manually updated in each department and location, but now IconSystem automatically updates information everywhere once the new price is uploaded. 

A robust digital foundation has also enabled ASDA to address more complex data management challenges, like intellectual property rights tracking – which is crucial to the equipment tendering process. 

While IconSystem was successfully capturing detailed product specifications, the lack of structured IP tracking often led to uncertainty when tendering items for competitive bidding. 

To address this, ASDA worked closely with the IconSystem team to develop and implement new data fields specifically for IP ownership tracking and tender history.  

The enhanced system now allows users to document whether ASDA or the supplier owns the intellectual property, record tender dates and notes, and maintain a complete IP ownership history.  

Automated information sharing reduces errors and admin time  

IconSystem also plays a crucial role in sharing information across the business through the creation of Design Issue Sheets (DIS). These sheets are used to communicate any major updates, from model changes to price adjustments and supplier changes. 

The software automatically pulls through relevant asset information when creating DIS sheets, ensuring data accuracy. This is particularly valuable for fixture managers and store liaison managers, who are responsible for landing schemes. They receive weekly summaries and can easily access detailed information about specific updates. 

“Many businesses work across multiple systems with lots of different logins and passwords. Where possible, we’re trying to manage as much as we can through IconSystem, so we’ve got everything captured in one place.” 

Digital forum accelerates retail concept trials 

In addition to enhancing asset management, IconSystem has transformed how ASDA evaluates and implements new retail concepts, supporting the company’s commitment to continuous innovation through its Model Kit Forum.  

ASDA runs up to 50 concurrent trials at any time, with approximately 20 progressing to full store roll-out each year. 

Using IconSystem, ASDA has streamlined the evaluation process, creating a digital forum where anyone in the business can submit business cases for new equipment trials. The Model and Design team review requests, verify compliance and safety requirements and move approved concepts forward to trial stage. 

The shift from spreadsheet-based management to IconSystem’s templated information structure has reduced administrative work and accelerated the pathway from concept to implementation.  

“IconSystem has given us a proper audit trail process. Even if a trial never goes anywhere, the information still gets saved. If someone comes to us asking us about a trial from five years ago, it’s easy to find that information.” 

When trials prove successful, the team can quickly create and distribute DIS sheets to initiate wider roll-out. IconSystem automatically pulls through all relevant trial information, ensuring accurate data transfer and enabling standardised implementation across stores.  

Increasing user confidence through comprehensive training 

To maximise the value of IconSystem, ASDA has launched a comprehensive e-learning programme to enhance user adoption and proficiency across its business. 

“We’re trying to get as many people as possible using IconSystem effectively. We want people to use it more and also feel comfortable with the software.” 

IconSystem users have access to three specialist training modules: an introduction to the software, a module focused on specifications and standards for equipment sourcing, and a module covering projects and properties for scheme enhancements. 

IconSystem and ASDA: a partnership for continuous improvement 

ASDA’s 18-year partnership with IconSystem demonstrates the company’s commitment to continuously enhancing their specifications and standards through technology investment.  

Rather than maintaining multiple systems, ASDA has consolidated data within IconSystem and work closely with the development team to create features that support their evolving needs. 

This collaborative approach has enabled ASDA to transform IconSystem from a simple reference library into a comprehensive platform for maintaining consistency and driving innovation.  

“Every year we sit down with the IconSystem team and ask how can we make this better? How can we make it more streamlined? Our use of IconSystem has grown far beyond its original scope of simple item searches.” 

Create one version of the truth for every building, project and asset: contact us to book your IconSystem demo.