ASDA
Case study: Emarketing
Challenge
ASDA work with a number of suppliers — including Procter & Gamble, Nestle, Johnson’s, and Birds Eye — all keen to promote their individual products through ASDA.com.
We were challenged with developing a series of targeted online marketing campaigns to drive sales of those key products through ASDA.com.
Solution
Recognising the opportunity to target consumers based on their previous purchasing habits, we worked closely with the ASDA.com marketing and data teams to develop a number of email campaigns.
Through data segmentation of the extensive ASDA customer database, we created a number of highly targeted emails aimed at increasing brand awareness and ultimately driving sales of key products on ASDA.com.
All the resulting email campaigns offered truly targeted one-to-one communications and our designers working closely with the supplier brand teams to ensure all email activity was strongly product branded while still maintaining core ASDA branding.
Based on the key objectives of ASDA and each of their suppliers, we developed a series of campaign types. These ranged from direct response emails driving sales to brand building and product launch emails.
Results
The email campaigns have resulted in significantly increased sales for each product marketed. One supplier even saw their product sales increase by over 800% as a result!
Unsurprisingly, these results mean that the new email campaigns have been extremely well received by both ASDA and their suppliers. ASDA.com has also noted that the number of suppliers looking to carry out activity with them has increased dramatically over the last six months.
Our client said:
“AWA demonstrated an excellent understanding of how to use emarketing to great effect. They developed a solution which successfully harnessed our data and, through the use of carefully targeted communications, delivered a cost effective solution that has given ASDA.com exceptional return on our investment.”ASDA.com Commercial Manager
