Simplicity – Asda’s Goal in Its Online Grocery Stores

Asda the online grocery has announced that it will drive simplicity in order to attract online shoppers to the site. The well-known grocer will form a partnership with new search engine and invest in making its online platform more stable. According to the grocery’s ecommerce boss, online is now the heart of every retailer.

Phil Wilkinson, Asda’s senior director for grocery ecommerce said that the online retailer will continue to focus on simplicity, convenience and fantastic value and service so that it can woo online shoppers and improve the profitability of the online business. Asda will launch intelligent search engine Endeka in its transactional website so that shoppers can easily find what they want to buy.

The online grocery will also be aligned with its brick and mortar operations but they will make it easier and quicker for their customers to view the products on their mobile devices. Majority of the sales online are frequently picked up on the physical store through click-and-collect. However, Asda made a move to pause its click-and-collect and collect-rollout while continuing to invest in online operations.

Asda has recently focused on 1,000 click-and collect sites across the UK but it has revealed prioritization of investment in its larger stores as part of an 18-month project renewal. Asda insists that it can still win in the online grocery battle if they make significant investment in the area. Grocery online is one of the strategic priorities of Walmart, Asda’s parent company.

Walmart has recently launched a mobile-only operation in China through Yihaodian and it has launched click-and-collect in 11 of its stores in Canada. Saeed Anslow who is the senior director for Walmart’s international ecommerce thinks that the UK can learn from Walmart’s operations in other markets. Anslow sees their role in the international team as purveyors of innovations from all around the world into the UK business. The objective is to share global knowledge on online operations.

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