Asda WiFi rollout on track

Date : 28 January 2013

Asda is on course to complete the rollout of free WiFi into all its stores by the end of February as it looks to embed its multichannel vision within its business.

Multichannel approach

Asda has said the WiFi opens up "new opportunities to interact, showcase our fantastic Asda app and give our customers an enriched shopping experience", as reported by The Grocer. The free WiFi is already gaining traction with shoppers, with many automatically searching for WiFi in-store. It will also give access to the entire Asda range and will encourage shoppers to spend more time in the cafes, an area of store where it can be hard to encourage shoppers into.

Personalisation

Last year Judith McKenna, as Asda COO, said free WiFi would enable Asda to "positively disrupt" the shopping experience by sending offers tailored to individuals. This will allow Asda to develop more targeted offers that will allow shoppers to save both time and money. Successfully delivering personalisation can drive trust in the brand that can unlock higher levels of loyalty.

Four core principles

Offering shoppers free WiFi across the entire store estate is just one aspect of Asda's multichannel strategy. Its four core principles are "one customer, one Asda", "technology enabling retail", "stores without walls" and "leveraging Walmart". Click here for more detail on each of these principles, as laid out by Asda at its briefing in London last November.


IGD's Asda Trade Briefing is your chance to hear from Andy Clarke and the key Executive team, understand the trading and category priorities and meet your key contacts. Click here for further details and to book your place.