Asda underlines why businesses must be ready to go where their customers are in a multichannel era

Published on 22 November 2013 by in Latest News

Asda TfL partnership offers convenient multichannel customer service Asda underlines why businesses must be ready to go where their customers are in a multichannel eraIn a move that could change the way UK consumers approach grocery shopping, Asda has joined forces with Transport for London to offer click and collect points at busy London tube stations.

“Customers in the south east tell us that they want the prices and quality provided by Asda value but they can’t access it easily,” Asda’s retail director Mark Ibbotson told the Telegraph. “We believe customers will value the convenience of collecting shopping at their home tube station rather than carrying the products bought in premium convenience stores on their commute home.”

The supermarket giant has plans in place to open around a thousand click and collect points in the next five years, including seven in the car parks of popular tube stations such as East Finchley and High Barnet. This service will operate on a same-day basis, with orders placed before noon available in time for the evening commute. As Ibbotson explains;

“We’ve led the way in click-and-collect by bringing Asda to where customers are rather than expecting them to come to us.”

Beyond the delivery process though, Asda’s actions are also a sign of a larger shift in the consumer-business dynamic, with today’s shoppers expecting brands to offer a quality customer experience through whichever channel they choose. At every stage of the customer journey, from initial research through to purchase and after-sales care, businesses must now be ready to offer effective customer service no matter how consumers wish to communicate.

To achieve this, organisations in all sectors must create a seamless network of contact channels tied to a central CIM database and integrated with back office systems. This allows customer service employees to rapidly access information on each individual’s interaction history with the brand to better understand their needs and create a more personally relevant customer experience.

To discuss how to meet consumers’ growing expectations in today’s multichannel market in more detail, contact numero.

 

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