The supermarket is operating with Transport for London (TfL) to trial the service at six London Underground station car parks within the coming weeks. Commuters travelling through East Finchley, Harrow and Wealdstone, High Barnet, Highgate, Stanmore and Epping stations can use the Asda app to make same day orders from their local collection point.

Mark Ibbotson, retail director at Asda, says the initiative, which permits shoppers who order by 1pm to take delivery after 4pm, will provide a more value-driven proposition to these from premium convenience stores commuters normally visit.

The tube roll-out is a part of Asda’s efforts to extend the choice of click-and-collect locations from 218 to over 1,000 within the next five years. The supermarket sees click-and-collect as a platform for breaking into parts of the united kingdom where its market share is low but where consumer demand is high, particularly concentrating on London and the South East.

Ibbotson adds: “Customers inside the South East let us know that they need the costs and quality provided by Asda value but they can’t access it easily.  This tie-up with TfL solves that.”

Tesco is additionally trying to exploit the emerging trend, piloting its first of all-site click and collect services earlier this year, while Sainsbury’s revealed a sales boost from its own collection points in its latest quarter.

Asda would be hoping the service, that is still a small portion of its business, can pave the way in which for further growth opportunities after it revealed sales had slowed almost to a standstill in its latest quarter. It posted a nil.3 per cent lift in like-for-like revenue within the 13 weeks to 4 October.