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ASDA, part of the Walmart family, is one of the leading UK grocery retailers and the fourth largest national retailer of clothing with its store-exclusive George brand. With almost 400 supermarkets and over 160,000 employees, ASDA has a significant market share in retail and enjoys a distinct competitive advantage thanks to the impressive cost/benefit ratio of its products.
SELLIGENT’S CONTEXTUAL PERSONALIZATION AND ENGAGEMENT TOOLS HELP US DELIVER ON OUR MISSION TO BE BRITAIN’S MOST TRUSTED RETAILER.
Selligent’s capabilities were put to the test when ASDA began planning a fully-integrated, omnichannel campaign promoting its Easter products in stores and online. Selligent’s comprehensive marketing platform enabled them to run location-based marketing campaigns and send personalized product offers to customers.
The campaign included over 300 ASDA superstores, each running different activities. The promotions centered around its popular TV ad with a giant chocolate hen. In the ad, a giant chocolate chicken climbs atop an ASDA store and lays a giant chocolate egg (with Tom Jones’ “She’s a Lady” playing in the background).
The marketing team wanted to capitalize on the ad investment and send location-based cross-channel messages featuring Easter promotions on seasonal products in the weeks leading up to the “Giant Hen’s” visit to the local stores. The ad claimed that ASDA had “20 million eggs in stock,” and the campaign’s goal was not only to maximize seasonal sales but also to increase brand awareness and customer loyalty with relevant ads that are also fun.
Using Selligent’s real-time personalization capabilities, ASDA delivered millions of location-based messages to its customers. People would get personalized updates on when the giant hen was coming to their local store to bring chocolate Easter eggs. Each store offered Easter-themed props to customers so they could bring their children and take selfies with the delectable #GiantHen, the campaign’s unmistakeable symbol.
The Hen created a social media storm on Twitter and Instagram, and the campaign was a huge success.
Selligent’s Live Content feature allowed ASDA to send customers shopping and entertainment ideas based on location and weather. The omnichannel campaign integrated SMS, in-app push notifications, and responsive email templates and landing pages to deliver store-specific messages on mobile. The #GiantHen went viral and extended the campaign’s reach with user-generated content.