Asda has launched a mobile-optimised transactional grocery site, in response to the fact that  over half of Asda’s online grocery customers have a smartphone.

The mobile site offers all the features on the main Asda.com grocery website, including a store locator. Customers can register, shop and amend an existing order or delivery slot up until 10pm the day before their delivery is due. Asda’s grocery home shopping service has been in operation since 2001, covering 97 per cent of UK postcodes, with deliveries up until 10pm every evening.

“We know our customers want shopping convenience at their fingertips, so we’ve developed an easy-to-use grocery website, fully accessible from smartphones, with the option to add or amend orders right up until the evening before delivery,” says Asda’s  head of mobile strategy, Kate Cuthbertson. “The mobile site was an international collaboration between Asda and the Walmart mobile team based in the US. Well be constantly updating and improving the site over the next few months, with lots more interesting mobile developments to follow soon.” 

The launch of the site follows the launch of the Asda Price Guarantee iPhone app, which has been downloaded by more than 250,000 customers since October 2010.