Asda shoppers will be able to scan their groceries with a smartphone application that will help the grocer cut costs and gather customer data.

The supermarket giant will begin testing the app later this year, allowing customers to scan their shopping as they fill their trolleys. The app, developed in the US by Asda’s parent company, Wal-Mart, is similar to one used by Apple at its stores.

As Asda does not gather customer data using loyalty cards the new app could prove vital for the retailer's customer relationship management.

Andy Clarke, chief executive, believes the scheme will provide Asda with another way of communicating with customers. “Data is something which all retailers look to gather, whether that’s through our credit card or home shopping,” he says. “This is another opportunity for us, with customers’ permission, to gather data.”

Clarke says that Asda had already offered free Wi-Fi in stores for a similar reason. “Every customer has a choice whether they want to accept free wi-fi, so giving us permission to talk to them about the Asda business in-store,” he adds.

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