Asda

Engaging an increasingly mobile audience

Between 2007 and 2008, iPhone sales had grown almost 400% from 3.7M to 13.7M.

We asked Asda if they would be interested in exploring how mobile might help improve their customer shopping experience. Asda invited us to help them explore ideas and eventually launch their first mobile app.

Asda Price Guarantee App

Simplifying how shoppers save money

The Asda Price Guarantee app allows customers to enter their shopping receipt details and then receive a money-back voucher if they could have shopped for less elsewhere.

Prior to this, we talked to many teams in the business, and many ideas were explored.

The Price Guarantee app was the winner because it perceived as useful to customers and could be implemented without creating too much burden on internal teams.

 

Micro-moments in mobile design

As shoppers entered their receipt details, an on-screen animation highlighted where the details could be found on their receipt.

At the time, this kind of interaction was difficult to achieve using conventional web technologies.

In the early days, Apple encouraged app developers to use skeuomorphism in their design. This meant that designs mimicked real life objects. In the case of this app, the receipt was shown on a receipt roll and animated as the user entered data.

Behind the scenes, the app would fetch data from a 3rd party web site. This data outlined customer discounts based on their receipt number.

Learning by doing

Asda's goal with this project was to learn about mobile.

They marketed the app on television and online and achieved over 1,000 downloads a day. The app was considered a success because customers remained engaged with the app well after downloading.


We worked with ASDA at their head offices in Leeds, UK.