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How a revitalized e-commerce site made online shopping easier.
Better product discovery and personalization on its flagship e-commerce site helped Asda turn more international traffic into sales.
Asda, a leading British retailer, aimed to grow its international e-commerce business across more than 50 countries. But an aging site made it harder to keep pace with changing shopping habits, reach customers in different markets and turn online demand into sales.
Publicis Sapient helped rebuild Asda’s e-commerce experience around how customers actually shop. Better product discovery, customer data and personalization gave Asda a stronger foundation for serving shoppers and growing sales across markets.
Asda commited to an ambitious target: It wanted to grow its international business threefold in five years. To pull off this ambitious goal, the retailer knew its international flagship e-commerce site needed to scale and improve its performance. The existing site made it difficult to keep pace with rising traffic and changing customer expectations across its many markets. Asda needed a faster, more reliable e-commerce experience built around customers and how teams served them online. Without that foundation, the company’s plans for growth would be harder to deliver.
Publicis Sapient was engaged to identify the pain points, as well as opportunities, to improve site performance and optimize marketing effectiveness. We built Asda’s flagship e-commerce website on Salesforce Commerce Cloud, a scalable cloud-based solution to support the retailer’s growth targets. Our agile delivery method ensured initiatives were met at pace, while providing continual incremental improvements. We implemented Salesforce Marketing Cloud and Einstein for AI data analytics to fully equip Asda with a better understanding of their customer segments and empower markets to personalize messaging and offers for each country and individual customer across all touch points. We also provided training on best practices to make sure the platform would continue to deliver ongoing value to Asda.
Our holistic approach enabled Asda to provide personalized omni-channel engagement with its global customers resulting in reduction of subscriber drop-outs, increased cross-selling and higher online conversion rates. The British retailer was able to optimize their marketing spend through targeting specific audience segments.
By adopting an agile test and learn approach for optimizing the customer experience of the website, the client was able to safely test hypothesis through controlled a/b tests to prove the value before release. This method ensured that core web vitals were kept within the target range.
Matt Moss
Director Business Development, Retail, Salesforce
