The launch and trial of this new Click and Collect system is a step towards the retailer becoming more focused on their multichannel operations.
a multichannel investment
In April, Asda announced that it would build up its multichannel business as part of a £700m investment in “Clicks & Bricks”. As part of this investment plan, Asda also unveiled plans to introduce a same-day grocery delivery service. The trial was launched last month and has made them the first of the UK’s major supermarkets to offer such a service. It also symbolises the growing importance of online retailing as well as Asda’s commitment to staying ahead in terms of their multichannel operations.
expanding their service
The announcement this week follows the supermarket’s recent win at The Grocer Gold Awards 2013 which saw them being voted Britain’s favourite Supermarket for the third year in a row.
The supermarket, priding itself on low prices and high quality products, already offers a Click and Collect service to its customers and has in-store computer terminals to help the customer ordering and payment process. However, this recent announcement concentrates on extending this service not only to business parks and train stations but also to universities and park-and-ride retail locations.
business centre trial
The focus on offering workers and commuters the chance to order products online and then pick up from a delivery spot has already been trialled at Green Park Business Park near Reading and is set to be trialled in other areas later this year.
Asda’s Operation Director, Multichannel, Kieran Shanahan says:“It’s about offering our customers the choice of shopping in the most convenient ways to fit in with their lifestyle. Whether that’s collecting their shopping at a park-and-ride point on the way home from work or from a university collection point after a day of lectures – there is an element of customers leading the way with this service by telling us what works best for them.”
Whether it’s allowing customers to order in-store for home delivery or offering commuters the chance to pre-order their dinner for collection on the way home, it cannot be denied that offering customer convenience is at the heart of Asda’s new plans.