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Asda opens seamless in-store possibilities


Walmart’s U.K. subsidiary Asda is expanding what customers can do with in-store pickup and return through its new service called toyou.

Using technology from Manhattan Associates, Asda is allowing customers to pick up and return online orders of specific Asda apparel goods, as well as online orders placed with third parties, at stores. Asda is thus enabling other major online retailers to tap into its delivery network and have a brand presence in Asda’s physical locations, as well as online. Asda estimates toyou’s expanded service could bring in as many as 40 million extra customers to its stores per year.

Toyou is supported by Manhattan Associates back-end technology including Distributed Order Management (DOM), Warehouse Management (WMS), Supply Chain Convergence and Supply Chain Intelligence solutions, all of which are seamlessly integrated with Asda’s other enterprise systems.

The Manhattan technologies also optimize Asda’s parcel delivery, allowing orders to be fulfilled via the most optimal route as opposed to assigning to pre-determined routes used by other delivery service providers. The technology is accelerating Asda’s order to delivery cycle times and means the retailer can push back order cut-off times for next day delivery of its own merchandise from 7 p.m. to 9 p.m. Manhattan also provides the platform that allows Asda’s customers, as well as its online retailer partners and their customers, to track deliveries in real time.

By turning its stores into physical distribution points for online retailers that may lack their own stores or pickup/dropoff points, Asda is increasing the value of its omnichannel offering for its customers. While financial details are not being reported, presumably Asda obtains some sort of reward for providing third-party partners this valuable service, and of course drives increased store traffic while increasing consumer goodwill and obtaining valuable insight into sales and returns performance of other retailers. This demonstrates the multiple forms of ROI an intelligent seamless retailing strategy can deliver.

“We are excited to champion an industry first with our new toyou service: giving online retailers an opportunity to expand their physical footprint, allowing our customers to shop more conveniently and giving shoppers even more reasons to visit Asda stores,” said Phil Tenney, VP/CIO of Asda. “The Manhattan technology is a key component of the solution, enabling us to drive revenue growth for the business through a more fully utilized distribution network.”

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