Asda is putting the emphasis on connecting its stores with the internet as it develops its multichannel services. Both mobile and click and collect are to the fore in its strategy, unveiled in November.
Asda says its multichannel services have doubled in size in the last two years – and are delivering a profit.
By listening to shoppers who include smartphone-wielding ‘mobile mums’, the supermarket has come up with what it says is not the “most techy” solution but one that enables shoppers to move seamlessly from web to store. It says online commerce is now moving towards a “post-PC world,” where mobile will grow “exponentially”. A year ago none of its online shopping orders came via mobile. Today, 16% do.
In response, the supermarket is currently installing free wi-fi across its estate, and says more than 15,000 people have registered for and used the service.
Over the coming year Asda plans “significant growth” in the expansion of its click and collect points. Shoppers will be able to collect their grocery orders from 100 Click and Collect points by the end of 2012 and that number is set to grow during the course of 2013. Asda is also trialling them in an Asda Living store, a business park and a standalone petrol station. Meanwhile, its George clothing range can be Click and Collect-ed from all 558 Asda stores, along with general merchandise purchases.