Aware of the importance of having accurate and current product images and content available online, Asda decided to partner with Nielsen Brandbank a decade ago to deliver product content onto Asda.com. As one of the world’s most trusted digital content providers, Nielsen Brandbank ensures that all product content is available in line with the critical path timings, and compliant with Asda to optimise the customer experience and maximise sales.
Over the years of working with Asda, the partnership has seen many opportunities to improve the online shopping experience by introducing creative imagery into the product pages, illustrating lifestyle and out of pack product shots. Then in 2018, the UK grocery industry experienced a first, when Asda, Nielsen Brandbank and FoodMaestro partnered to introduce ‘custom filters’, allowing customers to filter products identified as matching their diet, lifestyle and nutritional choices. Continually striving to make shopping more personal and relevant to customers, this partnership enabled the online shopping experience to be improved for customers with specific dietary or nutritional requirements in their household.
Rob Barlow, Online Senior Merchandising Manager, from Asda commented on the partnership by stating, “Our mission at Asda is to be Britain’s Most Trusted Retailer, and one of our key pillars of this is maintaining accurate product data at all times. Within our Online Groceries business we seek to work collaboratively between Asda, Nielsen Brandbank and suppliers in order to maintain our customers’ trust and deliver an easy, fast and friendly experience from our website and apps, to the doorstep delivery.”
“During 2018, Asda stepped on it’s Online Product Launch rate to 95%, enabling a quicker path to new ranges for our customers and importantly unlocking further category benefit through online sales. During Q1 2019 we have seen this positive trajectory continue with 98% of all products live on time.”
Nicola Bebbington, Asda National Account Manager at Nielsen Brandbank commented, “Our partnership with Asda over the past decade has been fantastic, and I am proud of the collaboration and value we have provided to online shoppers. Together, we are always striving to develop innovative solutions to maintain a strong position within the grocery industry, and ultimately our aim is to provide accurate and up to date product content across Asda Online to deliver a more informed shopping experience.”