Asda preps mobile revamp

Asda plans to overhaul its smartphone apps and launch several other mobile initiatives as part of its efforts to grow its multi-channel business.

Asda’s Christmas ad pushes emotional message this year.

The supermarket is rolling out free Wi-Fi to all stores ahead of the mobile revamp and hopes the move will help shoppers get the most out of multichannel and grow mobile sales.

Asda plans to update its existing mobile apps as well as introduce new ones but remains tight-lipped about what the apps will. Asda CMO Stephen Smith told Marketing Week that “all kinds of things are possible” with in-store Wi-FI including offering product specs, further research or price checking.

It currently offers a grocery shopping app including a barcode scanner and a mobile tool for its Asda Price Guarantee.

The supermarket is working with parent company Wal-mart’s San Francisco based tech division Wal-mart Labs to develop mobile and multichannel properties that help consumers shop and access information whenever they want.

Smith says: “Multichannel and click and collect are big big additions for us this year – we’re pretty quiet about what we’re doing from a multichannel perspective but we’re doing some great stuff. As click and collect and multichannel become more mature, and they are by the day, there is fantastic opportunities there … you only have to look at the astounding growth of mobile to see it’s the future.”

Asda expects a significant increase in multichannel in mobile and multichannel sales this Christmas. Half of all George clothing sales online are click and collect and 10 per cent of Asda’s clothing and general merchandise sales already come via mobile devices.

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