Stores are vital to ASDA's marketing plan for growth, and the company continues to seek out good locations. Not in the sense of a space race, which used to be the preferred method of expansion through opening more and more stores, but in the sense of strategic locations that will enhance ASDA's market presence.
Despite the importance of retail locations, 'click and collect' is seen as the key to cost-effectively serving customers in a multichannel way. The idea is to allow customers to shop (online or via mobile app) from anywhere and at any time. Shoppers select the store where they wish to collect their purchases (if groceries, they also indicate a time slot). No more trolleys, no more queues.
Social media marketing complements multichannel marketing, and that's where ASDA has been gaining strength. The company has 1 million Facebook likes, which is fewer than Tesco, but the number continues to rise steadily. ASDA also has two Twitter accounts, one for news and offers and one for special deals. Now a customer can learn about a special deal, click to buy and select a convenient location to pick up a purchase--all without leaving home or office, using a mobile or tablet or computer.
