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Asda readies mobile push

Asda is making its first major move into mobile with the launch of its first mobile optimised site that allows customers to buy directly from smartphones.

The mobile site has the same features as its online grocery website as well as additional services such as a store locater and maps with directions to stores.

Customers can also shop and amend mobile orders until 10pm on the day before delivery.

Asda plans to update and improve the mobile site in the next few months and says there are “lots more interesting mobile developments to follow soon”.

Kate Cuthbertson, Asda’s head of mobile strategy says: “We know our customers want shopping convenience at their fingertips - so we’ve developed an easy-to-use grocery website, fully accessible from Smartphones, with the option to add or amend orders right up until the evening before delivery.”

Asda launched an iPhone app to support its Price Guarantee last year. Rival Tesco has had transactional mobile apps for some time and Sainsbury’s launched its shopping app earlier this summer. Waitrose is reported to be planning a transactional app later this year.

Earlier this week the supermarket reported a 0.5% increase in sales in the second quarter of the year, despite a drop in shopper numbers.

Source : Rosie Baker – Marketing Week
www.marketingweek.co.uk/sectors/retail/asda-readies-mobile-push/3029408.article

19 August 2011
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