Asda is considering opening click-and-collect hubs in train stations and will launch same day delivery next year as the grocer looks to tap into the commuter market for online shopping.
Customers could be able to pick up Asda shopping ordered online in train stations and park-and-ride car parks as the grocer looks to increase its reach from its traditional out-of-town large format stores to access busy shoppers heading to and from work.
Asda opened a collection point on Green Park business park in Reading yesterday, its first pick-up point outside of its stores. It has also launched two small format convenience stores in Sale and at its head office in Leeds to allow shoppers to pick up online orders while shopping for convenience goods.
Asda home shopping director Kieran Shanahan is studying a number of options for delivery and collection.
He said: “We are listening to customers’ requests to be more convenient. Green Park is just one model, if we can have options to collect at petrol station stores, supermarkets and non-Asda hubs such as at park-and-ride hubs and train stations we can tap into commuters travelling to and from work.”
The move comes after arch-rival Tesco launched a Commuter Zone on its website last month offering products and delivery options suitable for shoppers on their way to and from work. The launch of 4G internet connections on mobile devices and the imminent full launch of Wi-Fi on the London Underground is making targeting shoppers on the move easier, Asda said.
Asda said that improvements in collection options is allowing shoppers to access its full George clothing range which is not available in even the grocer’s biggest stores. The grocer already partners with Collect+ to allow non-food orders to be collect in local shops.
Shanahan said that Asda is also looking to move to same day delivery of online orders next year. The grocer currently allows shoppers to order before 11pm online to collect from 7am the next day.
He said: “It allows us to be more flexible and convenient for shoppers.”
Asda received a record 1.1m hits on its Asda Price Guarantee website last week and has created efficiencies in its online shopping operations which have freed up 20% more delivery slots to customers.