Multi-Channel Integration as ASDA Launches Android App

Multi-channel integration is not a new idea and most marketers are well aware of the benefit it can bring to business. It seems that more and more retailers in the UK are willing to make the most of consumers’ interest in new technology and provide them with an all-around shopping experience.

One of the biggest retail chains in the UK, Asda, has recently decided to put more emphasis on m-commerce as a means to attract customers. The news that it is launching an Android app for groceries and a mobile-enabled site for its non-food products was announced recently, International Supermarket News reports.

The new app has been available since 16 April and follows the launch of an iPhone app a few months ago. Consumers using the app will be able to search products, scan products and shop via their smartphones. A voice search function will also be available. The mobile version of the website is currently being developed and is expected to be in use by May.

According to Kate Cuthbertson, head of Asda’s mobile innovation, the development and launch of the mobile platform will mark the end of the first stage of Asda’s new mobile strategy. The next move will be the integration of the retailer’s mobile and digital branches with the shops.

Asda’s new strategy comes just days after its main rival Tesco announced a marketing strategy overhaul, aiming to win back customers.