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Asda forecasts omnichannel for 2013 holiday season

July 29, 2013

The European grocery chain Asda expects that 75 percent of its customers will shop across bricks and clicks this Christmas, according to an article on Retail Week.

The numbers signal a shift in consumer behavior toward omnichannel shopping, as the figure has steadily increased over the last two years for the same holiday period (29 percent in 2011 and 57 percent in 2012).

"Make or break for everybody this Christmas will be around multichannel — who offers the best access to products and as many options as possible to shop any way customers want to," said Stephen Smith, chief marketing officer at Asda. "We need to be able to offer easy solutions that are convenient. People won't wait around at home for things to be delivered, far and away the fastest growth is in multichannel and click-and-collect."

Read more about multichannel retailing.