PnP Asap! revamps digital wallet and picking tech to drive growth

Pick n Pay is implementing significant upgrades to its Asap! on-demand delivery platform, introducing in-person payment support for its digital wallet and a sophisticated new in-store picking system. These enhancements aim to bridge the gap between digital convenience and physical retail following a successful relaunch in 2025. Enrico Ferigolli, Pick n Pay’s omnichannel executive, noted that customers increasingly prefer receiving refunds via an in-app wallet rather than waiting for bank transfers. In response, the retailer is reimagining the wallet to be a truly omnichannel tool. Once the update launches, customers will not be limited to using these funds for online orders; they will also be able to pay for groceries at physical till points. This move is designed to offer shoppers greater flexibility and a seamless transition between the app and the aisle. To manage surging demand, Pick n Pay is rebuilding its in-store picking technology. While the retailer relies on personal shoppers to maintain a human touch—ensuring the best fresh produce is selected—the backend software is being overhauled. The new system is focused on faster fulfilment, higher accuracy, and providing management with greater visibility over the entire picking process. Ferigolli emphasized that these upgrades are essential to creating a smarter, more agile ecosystem capable of handling the double-digit growth the service has consistently recorded. The Asap! service has expanded its footprint to over 700 locations, including corporate, franchise, and liquor stores. Supported by a fleet of over 2,500 drivers, the service is seeing unexpected traction in smaller towns like Port Alfred, Eshowe, and Standerton. This shift indicates that online grocery habits are no longer exclusive to major urban hubs. In fact, Pick n Pay’s online penetration in 2025 had already surpassed the 4–6% national industry forecast originally set for 2029. One of the most surprising success stories has been the integration of Pick n Pay Clothing into the Asap! app. Orders have nearly doubled initial expectations, particularly for family outfits during the recent Easter period. While clothing orders currently ship from a dedicated dark store in Johannesburg with a three-day turnaround, Ferigolli confirmed that reducing delivery times is a top priority for the development team. With the integration of the Smart Shopper loyalty program acting as a key entry point, Pick n Pay is successfully converting traditional in-store shoppers into omnichannel customers who engage with the brand across all platforms.