Multichannel growth in hands of consumers as mobile mums take control
- Asda’s multichannel business has doubled in size in two years, is continuing to grow strongly and is delivering profit
- Click and collect groceries available in 100 locations by end of year, and set to be significant growth opportunity in 2013
- In-store free WiFi being installed across Asda’s entire estate
- Online commerce moving towards post-PC world, with rapid rise of mobile set to continue exponentially (16 per cent of Asda’s online grocery orders now via mobile vs zero 12 months ago)
- Asda leveraging Walmart’s talent and capability in ecommerce, and harnessing its market leading innovation
On the day that Asda reported its Q3 financial results Asda’s Chief Operating Officer Judith McKenna outlined the retailer’s multichannel strategy and how the supermarket is meeting the demands of its increasingly mobile customers.
McKenna reinforced Asda’s commitment to developing its multichannel business – which has doubled in size since 2010. She said: "We’ve listened to our customers and have created practical solutions to make shopping at Asda even easier and more convenient.
“Our strategy isn’t based on being the most ‘techy’ it’s focused on enabling customers to move seamlessly between the store and the web.
“We’re installing free WiFi bringing the full benefits of the web into our stores and aggressively rolling out grocery click to allow customers the convenience of picking up their shopping at a time that suits them.
In addition to enabling customers to pick up their groceries from their local store, Asda is also trialling collection points in an Asda Living store, a business park and a standalone petrol station.
McKenna added: “Just like all areas of our business we are prioritising what we do based on what matters most to our customers. They are short on cash and even shorter on time, so anything we can do to help is extremely welcomed by our customers.”
She explained the retailer’s multichannel strategy has four key pillars:
- One Asda, One Customer – Asda’s core customers are mobile mums – who are more likely to own and regularly use a smartphone than the UK average. Asda’s strategy focused on enabling customers to move seamlessly between the store and the web.
- Technology enabling retail – Asda is rolling out WiFi in all its stores, providing free access to customers. More than 15,000 have already registered and used the service. In addition all Asda store managers have been given iPads, allowing them to spend an additional seven hours on the shop floor each week.
- Stores without walls – all 558 Asda stores offer click and collect on George clothing and general merchandise – significant opportunity to extend range and drive sales as only five per cent of Asda stores carry full range of George clothing. Click and collect groceries will be available in 100 locations by end of year, and is set to be a significant growth opportunity in 2013
- Leveraging Walmart – Asda is leveraging Walmart’s talent and capability in ecommerce, and harnessing its market leading innovation including its mobile app development. Asda’s grocery apps continue to receive market leading approval from customers averaging above 4 out of 5 for both iPhone and Android.