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eCRM Strategy

Client: ASDA
Brand: Asda

Challenge:

How did we create deeper relationships with cynical shoppers?

 

Discovery:

Asda.com’s ambition is to become the most trusted online retailer. We realised the importance of balancing price and sales messaging with reassurance, inspiration and innovation.
It was also important for us to ensure we delivered relevant content which would create dialogues, build relationships and promote peer set sharing.


Breakthrough Idea:

A quarterly eCRM plan combining brand and store content - relevant to specific customer segments, dynamic - according to local weather, local events, behavioural patterns and click/purchase trends and of course, driving hard-hitting competitive claims.

We are also involved in developing new propositions for on-line services ensuring that the Asda offer has real stand-out in a converging marketplace – recently we have worked on the launch of Same Day Click & Collect, Click & Collect in London Underground Stations and an offers platform which highlights best value from Asda.com.

For the full case study please get in touch.


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