Asda Direct has recorded bumper sales by developing a series of omnichannel business innovations with eCommera to improve its online customer eCommerce facilities including Click and Collect. Rolled out in late 2013, the updated multi-channel offering of over one million items had an immediate effect, powering Asda Direct to unprecedented sales figures in the run-up to Christmas. Orders placed on both Black Friday and CyberMonday alone increased by 142 per cent and 161 per cent respectively compared to ordinary operating days, demonstrating the solution’s effectiveness during peak trading times.
Developments in key areas such as Click and Collect, payment through PayPal, as well as Drop Ship – working with suppliers to improve product availability and just in time delivery – have continued the scheme’s success into the first quarter of 2014. Commenting on Click and Collect, Stephen Langford, Ecommerce Trading Director at Asda, said: “Click and Collect is a huge growth area because our customers appreciate the convenience of ordering online either at home or on the move then collecting at a time that suits their schedule rather than waiting in at home. This also means that our customers are able to pick up last minute essentials while at the store, which saves them time and keeps our store managers happy.”
Langford continued: “We have a very flexible platform in DynamicCommerce and we have transitioned from a static IT waterfall approach to implementation to one that is agile and encourages innovation. With eCommera we can deliver more capability, faster and more robustly.”
Alex Alexander, Multichannel Technology Director at Walmart Global eCommerce, said, “We achieved fantastic results by moving to an approach of continuous change and innovation. Four years into the relationship with eCommera, it has flourished from tactical to strategic. We have established a way of working based upon trust and partnership which produces significant benefits to our business.“There are very few suppliers that we work with today where we have developed this level of partnership and trust, it’s testament to the professionalism of the eCommera team and the Asda multi-channel team that we have reached this very effective way of working.”
eCommera has also supported 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.
Share