Asda boosts conversions and shopper loyalty with web notifications

40

%

conversion rate on abandoned cart web notifications

7.2

%

higher conversions for customers who visit Asda's George.com site with a web notification vs. organic web search

Asda is one of Britain’s leading retailers, with over 18 million weekly shoppers. In 1990, the supermarket giant launched an exclusive George at Asda fashion line, which offers stylish clothing at more than 460 Asda locations and George.com.

Industry

Overview

With an exciting new rewards program and a revamped mobile site, Asda sought to double down on customer engagement in order to drive more traffic to the updated George.com website.

Challenge

In just four years, the retailer saw the number of George.com customers who shop from tablets and smartphones increase by 150%. Though the retailer has seen tremendous growth on mobile, it couldn’t justify the cost of building a native app. Instead, the company focused its energy on creating an amazing website experience across every device. After investing in emerging technology to boost speed, Asda went to work on building retention, strengthening customer engagement, and driving increased traffic to its fashion retail site. Airship Web Notifications are a key part of that mission.

Results

Within one year of launching Airship Web Notifications, Asda saw incredible results, including a 40% conversion rate on abandoned carts and a 27% CTR on segmented notifications, including exclusive offers targeted to loyalty customers.

Solution

Building loyalty with every interaction

On-brand design and value-driven messaging improve opt-ins

The product team improved the opt-in experience with branded imaging and a compelling value proposition.

Segmentation maximizes impact

Airship’s segmentation tools make it easy for Asda to deliver targeted messages that generate greater click-through.

Automated alerts revive abandoned carts

The retailer automates abandoned-cart notifications to bring customers back into the purchase flow. Nearly half of customers who click through actually end up adding more to their carts.