The UK-based supermarket chain has recorded bumper sales following the deployment of its multichannel online strategy
Strong online results have led Asda to renew a working relationship with the provider of its e-commerce infrastructure, which supports its Asda Direct service.
Live since the end of 2008, Asda Direct enables customers to choose from over one million individual items online or over the phone and to collect in-store. It’s available at more than 300 locations nationwide.
Non-traditional approach
The UK supermarket chain has been working on improving its online customer facilities, including ‘click-and-collect’, with e-commerce company eCommera. The retailer says this joint approach has enabled the business to deliver solutions much quicker than the traditional, sequential approach.
“We achieved fantastic results by moving to an approach of continuous change and innovation,” commented Alex Alexander, multichannel technology director at Walmart Global e-commerce. “Four years into the relationship with eCommera, it has flourished from tactical to strategic.
Strong results
Rolled out in late 2013, the updated multichannel platform delivered unprecedented sales figures for Asda Direct in the run-up to Christmas. Orders placed on both Black Friday and CyberMonday alone were said to have increased by 142% and 161% respectively, compared to ordinary operating days.
It’s understood that developments in key areas such as ‘click and collect’, payment through PayPal or Drop Ship have continued the scheme’s success into the first quarter of 2014, including busy sales periods such as the lead up to Easter and Bank Holiday weekends.
It's understood that eCommera has also been instrumental in the online growth of Asda’s fashion label, George.com which has expanded delivery options to customers in ten countries in mainland Europe including Belgium, France, Italy and Spain.
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