The supermarket chain aims to drive sales via its online properties, which include Asda.com, Asda Direct and Asda Financial Services, by improving the customer experience.
As part of this push, it plans to expand Asda Direct, which sells non-food items such as furniture, toys and its George clothing range, to include music, video and games.
The retailer is seeking digital agency support to revamp its online properties and devise a fresh mobile strategy.
Asda’s sole venture into mobile commerce to date is a price-checker iPhone app; it is yet to roll out a transactional app. Rival Tesco has had a transactional app since August 2010.
Asda is also set to boost its marketing team with the addition of a head of user experience, to oversee its ecommerce properties, and a digital marketing manager, to drive its online homes and leisure business.
Meanwhile, it is understood that chief marketing officer Rick Bendel’s remit has been widened to include Asda’s online activity.
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