Sorted to improve order tracking for Asda’s George

Asda’s George clothing brand has partnered with delivery experience platform Sorted in a pilot offering real-time order tracking updates for post-purchase tracking by George customers.

Thanks to a sustained uptick in demand for online purchases from Asda after the pandemic, the supermarket chain has recently announced it is to offer up to a million delivery slots a week available from 2021. Its clothing brand has upped its game too, looking at clearer communication and simplified parcel tracking at

The Sorted REACT platform improves communication with customers throughout the delivery process, updating them in real time over the status of the order. If there are any issues with the delivery it will automatically refer them to the customer services team with the aim of resolving issues for the customer as soon as they happen.

Neil Drake, Senior Manager for Parcel Service and Format Development at Asda, said: “We’re delighted to be the first supermarket fashion brand to implement this software, which will make it even easier for our customers to shop with us.

“We are always looking to provide a better online experience for our customers, and understood that there was a need to communicate more frequently with them from the point of order through to delivery.

“By partnering with Sorted we are able to provide them with real-time updates about the status of an order and proactively notify them of any change.”

David Grimes, CEO of Sorted, commented: “Our team is delighted to be working with one of the UK’s flagship retailers in George at Asda.

“They’re leading the way amongst large brands by putting the right measures in place to avoid any risk to their customers’ delivery experience.

“Supermarkets are extremely important to the communities they serve, and our technology has the power to help George at Asda and similar major brands underpin strong customer service during and beyond COVID-19 disruption.”