Asda is set to follow in the footsteps of Tesco by introducing online ordering kiosks for non-food to stores as part of a raft of in-store initiatives.

Customers will be able to order furniture, clothing, toys and electricals at Asda Direct kiosks if the plan gets the green light. A spokesman said a firm decision had not yet been made, but the kiosks would be "a natural progression to the service".

The retailer is thought to be considering rolling out even to smaller stores, which could take the number of stores featuring kiosks to significantly above the 227 Tesco stores currently boasting the service. However, Tesco has a significant head start on its rival, having introduced its first in-store kiosk more than two years ago.

Asda Direct, which was launched last month, offers 9,000 non-food items and the spokesman confirmed the retailer planned to build the range.

Customers had responded well to the service, added one store manager, who said that two pallets of catalogues in his store were gone within the first week.

As well as introducing kiosks, Asda also plans to introduce a mini version of its standard fresh pizza counters at its smaller stores. An 8ft version is being trialled at its Hartlepool store. "The counter allows us to offer more products," said a spokeswoman. "We will review the success of this before considering any rollout."

The retailer has also launched its Above and Beyond the Call of Duty (ABCD) scheme this week, which encourages customers to nominate staff that have offered outstanding service for an award.