ASDA's Strategic Expansion Using CARTO for Site Selection
Applicable Industries
- Consumer Goods
- Retail
About The Customer
ASDA is one of the largest British supermarket chains, boasting over 600 stores across the UK. In 2019, ASDA launched their Click and Collect service, and in 2015, they introduced their 'toyou' parcels service. This service offers more than just a pick-up and drop-off service for their George.com business. It is also partnered with over 140 retail partners, including ASOS, Missguided, and Feel Unique. ASDA's goal is to expand their 'toyou' parcel service to 5,000 locations by incorporating external drop boxes closer to their customers.
The Challenge
ASDA, one of the largest British supermarket chains, faced a challenge in expanding their 'toyou' parcel service. Initially, the service was available in 639 locations within their estate. However, ASDA aimed to grow this number to 5,000 locations by incorporating external drop boxes closer to their customers, rather than relying solely on their traditional estate, which was typically a 10-minute commute for consumers. To kickstart their expansion plan, ASDA needed location data and insights to understand the key drivers for the site selection of new click-and-collect locations before deployment. They also needed to understand the proximity to target demographic and socioeconomic segments, such as universities.
The Solution
ASDA turned to CARTO, a location data and insights platform, to aid in their expansion plan. CARTO enabled ASDA to visualize and enrich their datasets with more up-to-date data from the CARTO Data Observatory. This allowed ASDA to make informed decisions as they grew their business and ensured greater profitability. ASDA used a wide range of spatial data, including points of interest (POIs), human mobility data, and demographics, to understand which locations would drive the highest volume of returns and collections. The solution also helped them identify at what times people were typically near a site, allowing them to avoid cannibalizing areas near pre-existing ASDA estates.
Operational Impact
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