Asda Direct reports it has recorded bumper sales by developing a series of omni-channel business innovations with eCommera, the decision-intelligent commerce company, to improve its online customer e-commerce facilities including click and collect.
Business teams from eCommera and Asda worked as a unit to reach a common goal, eCommera reports. This has enabled Asda to deliver solutions much more quickly than the traditional, sequential approach, it claims.
Rolled out in late 2013, the updated multi-channel offering is reported to have had an immediate effect, powering Asda Direct to unprecedented sales figures in the run-up to Christmas. Orders placed on both Black Friday and CyberMonday increased by 142% and 161% respectively compared to ordinary operating days, demonstrating the solution’s effectiveness during peak trading times, eCommera claims.
Developments in key areas such as Click and Collect, payment through PayPal, as well as Drop Ship – working with suppliers to improve product availability and just in time delivery – have continued the scheme’s success into the first quarter of 2014. It has also equipped Asda Direct with a proven solution for upcoming busy sales periods such as the lead up to Easter and Bank Holiday weekends, eCommera reports.
Stephen Langford, e-commerce trading director at Asda, said: “Click and Collect is a huge growth area because our customers appreciate the convenience of ordering online either at home or on the move then collecting at a time that suits their schedule rather than waiting in at home. This also means that our customers are able to pick up last minute essentials while at the store, which saves them time and keeps our store managers happy.”
“We have a very flexible platform in DynamicCommerce and we have transitioned from a static IT waterfall approach to implementation to one that is agile and encourages innovation. With eCommera we can deliver more capability, faster and more robustly.”
Asda has acknowledged the way it works with eCommera has produced dramatic results.
Alex Alexander, multi-channel technology director at Walmart Global eCommerce, said: “We achieved fantastic results by moving to an approach of continuous change and innovation. Four years into the relationship with eCommera, it has flourished from tactical to strategic. We have established a way of working based upon trust and partnership which produces significant benefits to our business.
“There are very few suppliers that we work with today where we have developed this level of partnership and trust, it’s testament to the professionalism of the eCommera team and the Asda multi-channel team that we have reached this very effective way of working.”
Andrew McGregor, CEO of eCommera, said: “This new agreement with Asda reflects the nature of our relationship and confirms the success of the partnership. Early on in the project we agreed to reject the conventional vendor/supplier management model typically used and work together in a more agile and dynamic fashion which also reflects the way Asda works on the retail operational side. We are delighted to renew the partnership and we now have a joint team that is dedicated to meeting Asda’s ambitious goals for the year ahead.”
eCommera has also been instrumental in the online growth of Asda’s fashion label, George.com which has expanded delivery options to customers in ten countries in mainland Europe including Belgium, France, Italy and Spain.