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Asda targets non-grocery m-commerce market

19 April 2012 - 11:36 by David Aiken

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Supermarket chain Asda is looking to extend its reach in the world of m-commerce by offering a new application and optimised, finger-friendly sites, in order to attract customers who are looking to buy products other than food via safe shopping online.

You can download the Android iteration of its latest application right now, while a cross-platform compatible m-commerce site that links up to the Asda Direct service will be online by next month.

Asda is taking things even further, by planning to integrate e-commerce and m-commerce features into the in-store experience, giving it a truly multichannel hold over the market.

Asda launched its first app for safe shopping online for iPhone users last November and those who own an Android handset will no longer need to sit at a PC or go into a store, to organise their weekly shop.

Both versions of the app have the ability to scan barcode using your phone's camera, which can make compiling a shopping list much easier.

Six per cent of all e-commerce sales registered by Asda currently come from mobile devices, according to spokesperson, Kate Cuthbertson. This is likely to rise steeply now that Android users can also get in on the action.

Meanwhile, the availability of the Asda Direct service on any smartphone with a web browser from May will make it easier to order non-food items from the popular retailer and have them delivered to your home.

Asda, which is part of the Wal-Mart family of stores, has been bolstering its online capabilities in recent months through the acquisition of various digital agencies.

Cuthbertson said that Asda is keen to show consumers in the UK that it is working on the development of a more satisfying, engaging shopping experience, which implements a combination of in-store and online services.