The supermarket is working with Transport for London (TfL) to trial the service at six London Underground station car parks in the coming weeks. Commuters travelling through East Finchley, Harrow and Wealdstone, High Barnet, Highgate, Stanmore and Epping stations can use the Asda app to make same day orders from their local collection point.
Mark Ibbotson, retail director at Asda, says the initiative, which allows shoppers who order by 1pm to take delivery after 4pm, will provide a more value-driven proposition to those from premium convenience stores commuters normally visit.
The tube roll-out is part of Asda’s efforts to increase the number of click-and-collect locations from 218 to over 1,000 in the next five years. The supermarket sees click-and-collect as a platform for breaking into parts of the UK where its market share is low but where consumer demand is high, particularly focusing on London and the south east.
Ibbotson adds: “Customers in the south east tell us that they want the prices and quality provided by Asda value but they can’t access it easily. This tie-up with TfL solves that.”
Tesco is also looking to exploit the emerging trend, piloting its first off-site click and collect services earlier this year, while Sainsbury’s revealed a sales boost from its own collection points in its latest quarter.
Asda will be hoping the service, which is still a small part of its business, can pave the way for further growth opportunities after it revealed sales had slowed almost to a standstill in its latest quarter. It posted a 0.3 per cent lift in like-for-like revenue in the 13 weeks to 4 October.