• About
  • Award Categories
  • Why Enter?
  • Nominees
  • Hall of Fame
  • Contact
  • What’s New?
  • FAQs
  • About Market Gravity
  • CEA Judges
  • Back to Nominees

    Asda toyou Automated Parcel Tower


    The 5 metre tall parcel tower acts as a giant vending machine to dispense parcels for our own Click and Collect parcels, and parcels for our retailer partners’ customers who are using our toyou parcel service, allowing customers to receive their parcel in less than 30 seconds.

    What customer problems did you set out to solve?

    In a market where Click and Collect is on the increase we were facing the challenge of not only maintaining but improving our service proposition where the volume of parcels was putting extra pressure on the colleagues serving them. Prior to this we served our customer on average in under 5 minutes, this technology now serves the customer in under 30 seconds.

    What differentiates your proposition from other offerings in the market?

    A number of propositions use a locker-based solution which means the parcel is ready for the customer when they arrive. The flexible nature of Parcel Tower means the internal mechanism scans and racks away each parcel in the most efficient location within the tower. It utilises the height that lockers cannot, and means up to 500 parcels can be located within a tower.

    What impact has the proposition had?

    We’ve seen customer service time improve drastically leading to an improved Customer Promotion Score (our measure of customers’ satisfaction with their overall experience with us) for the store running the proof of concept. Commercially we have been able to avoid putting in additional hours for colleague tasks – while volume has grown. Since Asda were first to market in the UK, another version of the technology has already started to be adopted by a clothing retailer to dispense their own online orders.

    What’s next for your proposition?

    Having run a successful Proof of Concept through the peak of 2017 and early 2018 we made the commitment to develop full technical integration, which has been ongoing this year. This also includes fully integrating returns as well as collections. Having worked this through, we have landed 2 further towers in store refresh schemes late this year, and are currently working on plans to incorporate this technology into more refresh schemes in 2019.

    Find out more about Asda toyou Automated Parcel Tower here