CSCDCI - Asda Insight
ASDA
Improve recipe relevance with Customer insight
How content relevance shifted the engagement dial for Asda's CRM Marketing
ASDA needed to arrest a declining engagement trend with Recipe content marketing.
As part of developing a world class Customer Relationship Marketing programme we generated new insight to improve content relevance that drove up engagement.
Anyone who has worked in Retail CRM Marketing will understand that there is a fine line to tread between amplifying trade content and developing content that reflects not just what a customer buys but how what they buy serves a human need.
We had already interpreted basket segmentation into an actionable content plan for Customer Relationship Marketing , but this was a fairly blunt and rational way of aligning products to customer needs.
We knew many Asda customers were time & cash poor, using cooking hacks for weeknight meals. Our desk research potentially identified 2 types of cooks – those who cooked from scratch using spices and fresh products vs those who used packets and sauces to create quick meals for their family.
We undertook research using the Asda Customer Panel to verify our hypothesis of the two polarised cooking habits.
Existing recipe content only catered for those that cooked from scratch but there was nothing for the less able or less willing cooks. Actioning this insight meant we had to convince the wider Marketing team to invest budget in developing these new recipes.
We briefed the new recipes & article content to go onto the website and CRM Marketing newsletter emails.
Targeting the audiences through previous baskets or affluence & lifestage indicators, our tests proved that this new approach improved engagement by up to 25%.