Missguided is the first retailer to sign up to Asda's 'ToYou' parcel service, which will allow online shoppers from third-party websites to collect or return their orders from one of the supermarket's 614 stores across the UK.

Launched by the grocer this week, the service is viewed as a way of providing a new convenient shopping channel for customers as well as a method of increasing footfall into Asda's store estate. The supermarket said that it has set a target of 40 million more customer visits every year by 2019, thanks in part to the new offering.

With retailers – particularly those operating in the grocery industry – looking at ways to optimise the use of their large out-of-town properties at a time when smaller, urban convenience shops and home delivery are growing in popularity, the commercial deals struck by Asda with third-party retailers could also prove to be a welcome revenue stream.

ToYou will also help online retailers establish a physical footprint for their brands, which is a strategy Missguided has been following in the last 12 months via the opening of concessions in Manchester's Selfridges in the UK and Nordstrom in the US.

Ian Stansfield, vice president of Asda logistics services and supply chain, said: "Not only are we providing online retailers with a presence on the high street we're also bridging a gap for customers who want to collect or return their online orders while carrying out their weekly shop."

Following this week's launch customers are able to return unwanted online orders to Asda stores, but the collection of online orders is yet to go live.

The service will also be supported by a team of Asda colleagues based at the grocer's parcel tracking control hub in Rochdale, but individual fees for the service will be set by the third-party retailers themselves.