Asda launches self-scanning instore app
Smartphone application enables customers to use own device to scan as they shop and also check out, saving time and generating valuable data for the supermarket retailer
Asda recently revealed it has begun offering customers trail self-scanning functionality via the mobile app it launched some 18 months ago.
The supermarket retailer has been able to extend the app to self-scanning and checkout having adopted it from its US parent company Wal-Mart.
Extending mobile offering
Unlike its major rivals, it
does not have a loyalty scheme to collect data on its customers shopping
habits, like Tesco and it Clubcard for example. So the scanning and payment
capability could help provide more data to feed its customer relationship
management (CRM) intelligence.
But Cindy Etsell, SAS UK head
of retail, agreed that the app could be an important step in the next wave of
customer data collection.
Gaining real-time insight
“Putting
the process literally in the hands of the consumer means that Asda can glean
important, real-time insights on shoppers as they browse the store,” she said. “Using analytics on this data
would then help the supermarket to unlock powerful insights; learning the order
in which customers select and scan individual products could lead to grocers
improving the layout of their stores to maximise sales.”
But Etsell also suggested
that Asda will need to carefully manage the use of its app if the supermarket
is to see the true value of the technology for the wider business.
Leading by example
“While
digital technologies can help retailers manage heavy footfall and increased
demand, support is crucial to ensure that they actually do what they intend – create a seamless, pleasant shopping experience for users
that ultimately fosters loyalty.”
The business intelligence (BI) expert stated that data is a key ingredient to understanding a retailer’s customer base, so it should be integral to every retailer’s business strategy: “If managed correctly, this new way of collecting data can truly transform the way retailers like Asda are communicating with shoppers and help to introduce new innovations or services that will ultimately keep shoppers coming back to the store.”
