The brand has led the way in the integration of channels and diverse product lines since the beginning. Its current position results from innovative initiatives and the readiness to readjust the digital ASDA marketing strategy when new challenges arise.
Key Strategy #1: Omnichannel Approach
The ASDA marketing strategy models omnichannel best practices. Customers get to choose their shopping experience from a constellation of integrated options. ASDA enables them to move between physical and virtual locations, connecting them through in-store social, digital check-outs, Click & Collect services, and a mobile app designed to help with meal planning and budgeting.
The brand’s communication strategy has turned the retailer into a multi-media giant. It connects with customers through a print magazine, in-store radio, and an omnipresent social footprint.
ASDA’s latest push toward an omnichannel total experience pairs it with the digital supply chain management platform Blue Yonder. With Blue Yonder, ASDA sets itself up to integrate the management of its supply chain, order fulfillment, in-store workforce, and demand projection.
Key Strategy #2: Market Segmentation
ASDA isn’t just about food. George, its line of fashion and home goods, has long been an iconic British retail brand — possibly a little too long. Younger shoppers were using ASDA as a grocery store, bypassing its other offerings.
In the past two years, ASDA marketing segmentation has undergone a revolution that has brought George to a younger market with innovations in style, supply, and social. Instead of selling off the asset, the Issa brothers entered into new partnerships with young and home-grown British designers to design collections for George. They’ve also begun to develop influencer partnerships with campaigns on platforms such as Instagram.
The messaging has also gotten a facelift. ASDA retargets George to younger clientele with socially progressive messaging such as an inclusive lingerie campaign on its Instagram channel. Additionally, social campaigns often focus on ethical sourcing and body inclusivity, highlighting the radical change even more.
Key Strategy #3: Strong Crisis Management
COVID-19 challenged businesses around the world, but it also led to pandemic-inspired marketing innovations. ASDA was poised to ride that wave as ethics intersected with profits during this crisis.
Always at the forefront of grocery eCommerce, ASDA responded to the pandemic with an efficient rollout of measures designed to protect vulnerable citizens. It increased delivery capacity, introduced a volunteer card designed for people shopping on behalf of others, and allocated exclusive store hours for NHS and care workers. The company also took care of its own with paid leave for vulnerable employees.
ASDA has donated millions of pounds worth of food to help food-insecure residents during the pandemic. As the pandemic has moved through different chapters, affordable options rose to the top of its commitments in stores and on digital platforms.
Key Strategy #4: Product and Format Diversification
Like competitor Tesco, ASDA has built its brand on the promise of providing an increasing number of products at low prices and with ultimate convenience.
ASDA’s product categories include:
- Groceries
- George Clothing
- George Home
- Mobile Products and Services
- Petrol
- Optician Products and Services
- Insurance
- Baby’s and Children’s Lines
They continue to find opportunities for cross-promotion and integration. One of their latest projects is the introduction of On the Move convenience stores that sell ASDA products and groceries at ASDA petrol filling stations.
Check out my source to read more about ASDA's marketing strategy that made it reach the top.