Asda iTV shopping goes live


Asda iTV shopping goes live

Daniel Thomas
Supermarket chain Asda has launched its home shopping service on to Sky's digital TV platform, after completing a successful trial in High Wycombe and Leeds.

The company, which offers home shopping services from 33 stores across England, is now one of the few retailers with a genuine multichannel home-delivery grocery service.

"Our customers are twice as likely to have digital TV in their homes than have Web access through a PC," said Sheena Forde, e-commerce director at Asda. "No one is catering for these customers and the fact that almost all our Sky Active [the broadcaster's interactive TV service] business is new business proves that."

Analysts believe consumers will increasingly use "hybrid commerce" when shopping online, using one channel to research goods and another to buy. Asda's home shopping service now allows this, with customers able to start their order via Sky Active at home and add to it via their PC at work.

Asda's home shopping service is currently available to 8.5 million households in the UK and is due to be extended to 14 million homes by the end of the year.

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