It expects the integration to lead to 12% of its online orders coming through mobile devices by the end of the year – double what it currently takes.

Asda is planning to launch an iPad app later this year, following the launch of iPhone and Android apps and will roll out QR codes on products in store so that customers can get additional product information and read online customer reviews while shopping in-store.

Speaking to Marketing Week last month, Kate Cuthbertson, head of mobile innovation at Asda, talked about the importance of integrating mobile and digital platforms with its store environments.

Asda has also hailed the success of its click and collect operation for extending the range available to shoppers and making it more convenient to buy online. It claims that 40% of all online purchases of non-food items and George clothing are now collected in-store.

Judith McKenna, Asda’s chief operating officer, says: “Gone are the days when we could label a customer as either a traditional or a dotcom shopper. Customers don’t think in terms of channels or devices, they want to shop with ease, compare prices at the touch of a button, and pick up a product or have it delivered with the minimum of fuss. As a result, the world of retailing is being transformed at a remarkable rate and opening up exciting opportunities for retailers like ourselves.

“In addition social media is changing the way that we interact with our customers. Our Facebook fans are the most engaged in retail globally, which means the conversations we are having are equivalent to word of mouth wildfire. This is beginning to make a real difference to our business, in terms of what we sell and how we sell it.”