Asda is extending its late-night delivery hours by up to two hours, and launching a range of delivery-only promotions in order to keep shoppers “match ready” for the World Cup.
“For the first time” shoppers will be able to place orders up until midnight in some stores, two hours later than usual, when ordering via Just Eat, Deliveroo and Uber Eats. Slots in other stores will be extended to 11pm from the usual 10pm cut-off.
With many of the World Cup matches kicking off at 11pm or later due to the time difference in North America, Asda wanted to make sure shoppers were still able to “fuel up” ahead of the big games.
Ahead of England’s first match against Croatia on 17 June, Asda has launched a raft of delivery-only promotions across its rapid delivery channels.
It includes 2 for £10 on Exceptional by Asda pizzas and beer deals via Deliveroo. Shoppers can get up to 50% off breakfast items via Just Eat. Meanwhile, they’ll be offered 40% off a range of soft drinks, party food and other products via Deliveroo.
Retailers are hoping to cash in on England and Scotland’s participation in what is set to be the longest World Cup to date, after the competition was expanded to 48 teams from 32 teams previously.
While they’re anticipating less footfall into stores as shoppers shift away from the large gatherings seen at other international sporting events, retailers are expecting an increase in their on-demand channels as shoppers favour in-the-moment spending.
Asda is the latest retailer to extend its opening hours as a result. Co-op has extended its home deliveries to run-up to an hour after the final whistle for all six England and Scotland group-stage matches.
Last week Ocado announced the launch of half-time bundles, which include products like pork pies, English breakfast tea and Mexican beef tacos.
Others are dialling up the experience in store. Morrisons is offering free ‘half-time’ oranges to kids shopping in store during the day of any England match.
The retailer is also running a World Cup sweep across its More Card, which offers shoppers deals and free products depending on which country they draw.
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