Walmart’s digital blueprint revealed in UK

Walmart unveiled new details regarding the digital strategy for its Asda division in the United Kingdom that could have implications for how the retailer serves the U.S. market.



U.K. shoppers love the internet and Walmart’s Asda unit is responding with growth of order online, pick up in store capabilities known as Click and Collect, dedicated facilities and the consolidation of Web sites.



Asda will increase the number of its Click and Collect points from 400 to 600, expand its drive-thru Click and Collect points to 200 and expand same day Click and Collect services to 100 new sites, bringing the total up to 350, the company said.



The company also plans to experiment with Click and Collect “pods” in 2015. The technology has been developed in Holland that allows food and general merchandise orders to be delivered to stand-alone temperature controlled units where customers can collect their purchases whenever they like.



“In 2013 we set out a five year strategy to redefine value retailing – with a clear ambition to lead online,” said Andy Clarke, president and CEO of Asda. “We’ve already made significant progress in this area and today’s announcement clearly demonstrates our commitment to step up our game even further. In what is still a challenging market, I am delighted that we are able to make an investment that will not only step on delivery of our strategy, but also bring new and convenient ways for our customers to shop with us.”



According to Clarke, the initiatives are about giving people access to price, quality and style for which Asda is known.



As well as investing in expanding its physical presence for customers, Asda is also refining its online offer to make shopping easier. Currently, internet customers use Asda.com to access three online stores: Grocery Home Shopping, George.com for fashion and home and Asda Direct for everything from books to garden furniture to kettles.



Beginning in February 2015, the retailer will merge its three Web sites into two and large electrical and DIY items will only be available in store. George.com will become Asda’s online lifestyle store. In addition to George fashion and George home products, customers will also be able to access products like toys, garden furniture and baby equipment.