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Asda digitises in-store coupon redemption

UK supermarket Asda is digitising its coupon redemption process as it looks to boost operational efficiency in its stores.

Working with existing point of sale (PoS) partner Toshiba Global Commerce Solutions and, now, digital couponing company Eagle Eye, the grocer is looking to eliminate the manual process of managing money-off vouchers after consumers have redeemed them in its stores.

A joint statement from Eagle Eye and Toshiba, released today, said the two vendors had signed a deal that will see the former "undertake certain services in relation to a minimum two-year contract for the deployment of the Eagle Eye Air platform within Asda Stores in the UK".

Toshiba has effectively sub contracted Eagle Eye to implement its digital loyalty technology on to existing Asda-Walmart PoS solutions in Asda stores.

According to the tech companies, this contract, which involves the digital counting and reconciliation of own brand and supplier brand coupons at the PoS across the Asda UK estate, will improve fraud prevention and operational efficiency. Their statement promised that the collaboration will also enable the real-time issuance and redemption of coupons and vouchers for Asda-specific campaigns.

Andrew Carr, country manager for UK and Ireland at Toshiba Global Commerce Solutions, said his business "is proactively acting on Asda's requirements to help them deliver innovation and achieve their vision of the future".

"Our collaboration with Eagle Eye and integration of their platform with Toshiba PoS systems allows Asda real time reporting and analysis capabilities for digital campaigns," he added.

Tech development is at the heart of the new strategy currently being rolled out by the Walmart-owned supermarket, which is the second largest grocer in the UK behind Tesco.

Asda said on Friday that it is extending its customer-led superstore trials to eight more stores, following successful pilots in Grantham and Coventry which feature new innovations and ideas from its parent company. The business says it is looking to meet the demands of the new customer shopping journey.

Features include designated click & collect lanes and drive-thru collection points, as well as more space dedicated to the retailer's George clothing and home brands, which effectively help create stores within stores.

Walmart-inspired innovations include a new Food for Now café selling most items for just £1, complete with digital menu screens from which customers can select their products. Shoppers can also purchase food and coffee to go from a kiosk offering the Starbucks sister brand, Seattle's Best Coffee.

The eight stores to be remodelled are based in Hatfield, High Wycombe, Carlisle, Gravesend, Blackburn, Norwich, Cwmbran and Bridge of Dee. The so-called 'superstores of the future' remodelling programme is viewed as a key part of Asda's recently announced five-year strategy to redefine value retailing in the UK.

Asda president and CEO Andy Clarke said: "It's no secret that the way customers shop is changing – they're leading the charge and it’s only right that we respond to them.

"They're telling us what they want from big stores and we're weaving that into our offer. This also means the stores won't be a carbon copy of each other, it's not a case of one size fits all, but it is scalable; it is pragmatic; and it is responsive."

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Eagle Eye

Toshiba Global Commerce Solutions